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Online Advertising perhaps will be the only advertising medium that keeps seeing countless changes within short intervals, thereby requiring frequent reanalysis. While most of the changes are temporary, there are a few very vital changes who have held grounds notwithstanding almost every other element around them taking fast and frequent roads to changes. The most critical change that happened was the alteration in functionality, replacing attempts of persuasion with communication. This article analyzes the reasons of this change and its advantages and disadvantages. The primary objective of ads is to solicit for that business. It is in the way that they attempt to perform this function that the various mediums differ. When Online Advertising started around 1997, it initially continued the tradition of the media that preceded it. Up it proceeded the podium having a drum around its neck plus a scroll primary divided into two parts: the USP in the business along with a call to buy! Thankfully, the newer and broader opportunities from the medium were soon seen and realized. The most prominent change was the modification of tone. With the Online Medium, Advertisements are no longer mere calls of action but extended greetings for building conversations that may lead to relations, associations and conversions. Reasons for your Change Conventional advertising had reached a saturation time the late twentieth century. In spite from the manifold attempts of advertisers and publishers, the audiences had largely learnt to halt bothering about them. They served as menus only once the consumers were hungry. The ability to charm new consumers was lost by the media generally. Online Advertising created new opportunities of reviving that charm. Soon, the one-way communication of Advertising become a two-way process while using internet users being able to reply in reply to Advertisements. The inflow of feedbacks was viewed as the beginning of a brand new dimension. Then, with the social media activating the buttons of like and share, the power of Online Advertising to start a conversation has reached trendsetting proportions. Advantages The most significant advantage of starting a communication, rather than persuading, is the development of a base for long term relationships. Persuading might work for that initial few times but you can find only a certain amount of times that you could persuade someone to purchase the same products or services. Non-committed, short-term consumers are the best that may be achieved by persuasion. A conversation, however, results in more than just one entry of sales. It leads to a lasting customer relationship. Any management sees that retaining an existing customer is way easier and lower on cost than chasing new leads. It is much easier to convince a person with that you have interacted before than convincing someone with whom you are talking for the first time. Companies that be aware of worth of a loyal consumer have very active customer satisfaction departments. Online Advertising initiates that relation while using consumer from the comfort of the first contact. An established communication line helps solve a problem with promptness which could do wonders for enhancing brand reputation. Constant and fluent communication provides opportunities legitimate time monitoring in the impact from the ads among users. When necessary, changes can be done (frequently even before they become necessary) at the speed that may be the trademark of Online Advertising. Disadvantages An open-ended communication line may build a very tedious task for the ones monitoring the influx of comments, opinions, queries, etc. It requires intelligent ways of be able to manage the excess tasks such as these that are created along using the opportunities by online advertising. In all fairness, there can't be many disadvantages for being in active communication using the consumers. The only care that should be taken is often a successful monitoring in the reactions towards the ads. This can be easily achieved by any worthy Online Advertising Agency.