One example of flexibility is how quickly digital can go live. The process of printing and distributing through traditional channels—sending out newspapers, painting a billboard—can take a significant amount of time. In contrast, digital advertising can have a much shorter lead time, showing up on a website almost immediately after the is created. For ads that are automatically generated based on a standard template, the process can take literally a few minutes. Digital advertising is also extremely flexible in terms of budget. Complex and high-profile digital advertising accessible to smaller businesses without significant budgets, and may scale up or down to match your financial investment.
Unlike print advertising, where an ad can’t be changed once it’s been published, digital ads are flexible even after the campaign is live. Depending on the specific channel, it may be possible to adjust the creative content, timing and frequency, targeting, and more. This allows for in-flight optimization where you can make adjustments to ad campaigns based on how they are performing.