PUBLICITATEA ONLINE ȘI PURTĂTORII PUBLICITĂŢII EXTERIOARE - BENEFICII ECONOMICE ȘI INTEGRAREA DEZVOLTĂRII ECOLOGICE

Abstract

Advertising has traditionally been considered the "engine/force of commerce" in modern society, however, the mission of advertising is more than that and is presented in the form of: the transfer of information on products/services, which causes consumers to make a choice in relation with the information transmitted; facilitating the access of new enterprises to the market and stimulating the increase in production quality; transfer of best/new practices; the source of inspiration in order to create new living standards; spiritual comfort and satisfaction from using the products/services, because it focuses on human psychology; the philosophy of communication, which intensifies the relations between people in society and, finally, in the form of a means of leadership with people in society. Advertising has a fundamental role in economic growth, creating jobs and supporting European culture. The European Economic and Social Committee (EESC) recommends a framework for a modern advertising industry that maintains these functions, while becoming a reliable lever for responsible consumption and involving everyone in the transition to a more sustainable economy. According to various studies, every euro spent on advertising generates a 5 to 7 times boost for the European economy. New products and services spread, competition expands, and public access to media, arts, and sports is funded. But at the same time, this industry is often criticized for promoting excessive consumption and for the negative impact on society and the environment. Online advertising is the art of using the Internet as a means of transmitting marketing messages to an identified and targeted audience. It's useful for driving website traffic and brand exposure, but primarily online advertising is designed to persuade your target customer to engage in a specific action - such as making a purchase. Companies with a strong online presence understand that the Internet is not enough to achieve the success they want. In cases where the market is too saturated, online businesses find it difficult to broadcast their advertising efforts on web pages, which cannot easily determine ROI and consumer behavior. Even big tech companies like Google and Facebook use outdoor advertising to support their marketing and social influence. Media buyers are crazy about outdoor advertising because it is unmissable and leads people to discover other advertising channels, which we will talk about later. Online advertising simply doesn't compare to the impact of a stellar OOH (out-of- home) ad. We'll examine the benefits of outdoor advertising for online businesses and how it's measurable, how tech giants are incorporating OOH into their marketing plan, and how digital OOH is making a splash in the vast and complex advertising ocean.