Comparison may include

• display ads (retargeting)
• referral sites and/or reciprocal links
• search engine placement
• email
• directories
• affiliate programs
• social media
• local search
• streaming video
• OTT (over the top)
• content marketing
• viral marketing
• influencer advertising
• paid search
• native advertising
• mobile advertising.

Process/Skill Questions:

• How does digital advertising compare with traditional advertising?
• What are the advantages of digital advertising over traditional advertising?
• What are the disadvantages of digital advertising? How can these disadvantages be overcome?
• What are the advantages and disadvantages of the various digital advertising methods?
• What is the cost structure for each type of digital advertising?
• How does each advertising format reach the audience differently?
• What patterns in the analytics show which ad type is most effective?