New Media Advertising success is nothing but Integrating offline and online channels to reduce costs or to improve the value proposition for their customers. Integration of online and offline retail channels is a very recent phenomenon. In the early stages of online business, many traditional B2B & B2C brands developed online branches of their traditional businesses. In some cases, they saw online is a new version of their traditional promotional channel since there were, and still are several similarities.
The relevance of online channel could also be translate as, the pressure from customers that want to interact with the company in a cohesive way have pushed businesses to consider channel integration efforts with varying characteristics.
Display & Search ads generate a greater lift in offline sales, but have a far lower reach and cost substantially more than Display ads.