Identify a benefit of online advertising over traditional forms.

Online advertising offers greater targeting capabilities as one of its main advantages. This allows advertisers to reach specific segments of the audience based on various criteria such as demographics, interests, online behavior, and geographical location. Unlike traditional forms of advertising, which often rely on broad generalizations about audience characteristics, online platforms provide robust data analytics and tools that enable advertisers to tailor their messages to resonate with particular groups. This level of precision not only enhances the efficiency of the advertising spend but also increases the likelihood of engaging potential customers, as the content delivered is more relevant to their specific needs and preferences.

In contrast, higher costs usually associated with traditional advertising methods can limit the budget and reach of campaigns, while decreased audience reach is often a characteristic of older forms of media with fixed audience sizes. Limited measurement options in traditional advertising also hinder the ability to assess the effectiveness of campaigns compared to the real-time tracking and analytics available with online platforms. Hence, the capacity for greater targeting with online advertising fundamentally shifts how businesses can engage with their audiences.