Online Advertising Effectiveness for Advertiser and User

Abstract

The development of technology in industry 3.0 which was marked by the emergence of internet innovation in the 1980s has changed many practices in the industries, include advertising practice. Data showed that Internet User in Indonesia increased in line with the increase in advertising spending. Therefore, it is interesting to discuss online advertising and its effectiveness for advertisers and consumers. The aims of this paper are to provide a review and understand much deeper regarding concept of online advertising and its effectiveness from consumers and advertiser's point of view. The paradigm that is used in this study is the constructivist paradigm. The approach used on this study is a qualitative approach. This study used the meta-analysis method. This study also used secondary data obtained from several official web institutions. The data showed that there was an escalation on internet users in Indonesia and on digital advertising spending in 2006 to 2007. This shows an opportunity for advertisers to practice online advertising. This paper found several factors that could increase the effectiveness of online advertising so that it can bring up click action from internet users. The combination of the right size, the right message content, and interesting forms of advertising are concluded to increase the effectiveness of online advertising in generating click-through and awareness of internet users. Size of online ads that are not too large, appropriate short messages and does not attack the user's life values, will be more effective in attracting users to click on ad.