Traditional Internet advertising is often high on effort and presence but low on results. To be effective, digital advertising must be sophisticated and remain relevant without overwhelming the viewer. Advertisers must be able to see target customers as individuals by reading their cues and sensing their needs and wants even before they have been articulated. And of course, the message must reach targets at the right moment–not a moment too soon or too late.

This infographic presents our view on how and why traditional advertising often fails on the Internet. It explains how customers arrive at purchase decisions, what influences them and importantly, what puts them off. It goes on to present insights on successful digital advertising. The magic mantra is Code Halo™ thinking^I to intuit consumer intent by making meaning from all the digital data that surrounds them and the devices they use to interact and transact with. Companies that get it right can save themselves a lot of grief, as well as money and effort.

Figure 1

To learn more, read the full report, Peering into the Future of Digital Advertising.

Footnotes 
^I For more on Code Halos and innovation, read "Code Rules: A Playbook for Managing at the Crossroads," Cognizant Technology Solutions, June 2013, http://www.cognizant.com/Futureofwork/ Documents/code-rules.pdf, and the book, "Code Halos: How the Digital Lives of People, Things, and Organizations are Changing the Rules of Business," by Malcolm Frank, Paul Roehrig and Ben Pring, published by John Wiley & Sons. April 2014, http://www.wiley.com/WileyCDA/WileyTitle/productCd- 1118862074.html