Mar 2019: The argument for digital advertising over print

14 March 2019

Back to Insider homepage


Let’s start with an eyebrow-raising news story that we read about in February; the New York Times reported that digital advertising revenue overtook print advertising for the first time in Q4 of 2018. The full story can be read here.

As Facebook turns 15 and now has a staggering 1.52 billion daily active users, its clear that the digital landscape offers possibilities, and if undertaken in the right way, can lead to increased revenues for advertisers.

Some key advantages for digital over traditional print advertising include:


  • Accessible; wherever and whenever
  • Current, up-to-date
  • Cost-effective
  • Can drive traffic directly to advertiser’s website
  • Geo-targeting
  • Flexible options
  • Easily shared
  • Worldwide reach

We explore some key design pointers in another March Insider story but, for now, you need to be aware that:

  • Designing a digital advertisement is completely different to designing a print one
  • Content is being increasingly consumed via mobile devices. Banner design and calls to action need to accommodate these formats.
  • Create impact
  • Rotate copy
  • Create a dedicated landing page – once you’ve invested in the banner make sure that the visitor goes through to the right information. Every page that a potential customer has to navigate to significantly reduces the interest of the user. Create a single page that has the summary information about the product or service promoted with clicks to locate their nearest dealer, pricing, specifications etc.

International Construction carries plenty of digital options, from its website to its newsletter and many others.

Contact Simon Kelly, ICON Sales Manager, +44 (0) 1892 786223 or to find out more.

Latest News
Bravi to build on strong 2020
Italian manufacturer strengthens production and reports small revenue increase during 2020
Circular scaffolding grants access at Hinkley Point C
Insulation specialist Kaefer and scaffolding manufacturer Layer collaborate on UK nuclear plant
Truck crane in demand for 5G work
Installation of 5G mobile communication masts in The Netherlands create demand for Böcker’s AK 52 truck crane