Some five years ago, digital advertising was just 5 per cent of the total ad spending  of the companies. This has increased to 8-10 per cent currently. Most widely used digital advertising mediums are Twitter, YouTube, Instagram and Facebook.

It is easier to connect with the consumers using digital advertising. The number of hits can be tracked. You can know how much traction the particular campaign or ad has generated.  Besides, it is more economical to use digital advertising. Its cost is lower by 40 per cent than TV advertising. Digital advertising is an apt medium to target youngsters.

Digital advertising was considered customised advertising to begin with. Since then digital itself is emerging as mass media on account of its increased reach. There are, however, many platforms which are offering segmented targeting. There is a provision to have multiple messaging that is tailored to audience. All this makes digital more attractive to the brand owners. In digital advertising, you can control the number of cities and the target audience. The increasing penetration of mobile connectivity has generated an audience that consumes digital content.