The current digital age has brought with it the need for all entrepreneurs, politicians, as well as artists and those who need to be “seen” to be visible.
Every era brings a different way of presenting oneself. While in the early 1990s, public relations was limited solely to print media and television, today the situation is diametrically different. Gone are the days when viewers actively responded to every TV commercial and believed it unconditionally.

Today’s viewer reacts very passively, because after more than two centuries of various advertising campaigns, they have become desensitized and have learned to filter out advertisements from their subconscious. The only exceptions are well-crafted projects with original ideas or those featuring popular personalities. According to statistics, television advertising is least effective in reaching the 15–30 age group, which is crucial for all companies producing products intended for children, students, and young people.
And it is precisely because of this target audience that online advertising has spread so widely.

At first, it consisted only of banners. Although
the internet was initially presented as a “free, non-commercial network,” by the mid-1990s it, too, began to be flooded with advertising. At first, these were just simple images (banners) in JPG format, which were later upgraded to the animated GIF format. Today, a combination of animated banners and Flash banners predominates.
Basic banner ad formats:
· Leaderboard 745 × 100 px
· Square banner 250 × 250 px, 300 × 300 px
· Skyscraper 120 × 600 px, 160 × 600 px
· Rectangle 300 × 250 px, 234 × 60 px, 300 × 60 px, 468 × 60 px
· Icon 88 x 31 px

This form of advertising was initially very successful, but over time, some websites began to overload their content with so many ads that they became “annoying” to consumers. As a result, a significant portion of users began using various ad-blocking programs like AdBlock or similar applications that prevent banner ads from appearing.
Advertising companies consequently began using native advertising (sponsored posts), and with the launch of Facebook in 2004, they expanded their reach to include Facebook profiles. Commercial companies thus began using three basic media for their marketing:
· websites
· social media (Facebook, Instagram)
· direct mailing

Websites form the foundation of modern corporate marketing and serve as the primary source of information. Companies use them to provide comprehensive information about the company’s founding and history, products, contact details, and more.
Social media platforms are an important complement to websites because they directly reach the target audience. In addition to basic information, social media can be used for multimedia contests, live streams, and, above all, to receive immediate feedback from potential customers.

Direct mailing is a specific form of advertising used to contact only those customers who have consented to this form of communication.
The internet today is undoubtedly flooded with advertising, which can be annoying. On the other hand, however, online advertising can be used to immediately draw attention to the need to help people who are in need. For example, by promoting a charitable project or raising awareness about the search for missing persons. Internet advertising is thus a sort of “necessary evil” that we need to get used to.

The current digital age has brought with it the need for all entrepreneurs, politicians, as well as artists and those who need to be “seen” to be visible.
Every era brings a different way of presenting oneself. While in the early 1990s, public relations was limited solely to print media and television, today the situation is diametrically different. Gone are the days when viewers actively responded to every TV commercial and believed it unconditionally.

Today’s viewer reacts very passively, because after more than two centuries of various advertising campaigns, they have become desensitized and have learned to filter out advertisements from their subconscious. The only exceptions are well-crafted projects with original ideas or those featuring popular personalities. According to statistics, television advertising is least effective in reaching the 15–30 age group, which is crucial for all companies producing products intended for children, students, and young people.
And it is precisely because of this target audience that online advertising has spread so widely.

At first, it consisted only of banners. Although
the internet was initially presented as a “free, non-commercial network,” by the mid-1990s it, too, began to be flooded with advertising. At first, these were just simple images (banners) in JPG format, which were later upgraded to the animated GIF format. Today, a combination of animated banners and Flash banners predominates.
Basic banner ad formats:
· Leaderboard 745 × 100 px
· Square banner 250 × 250 px, 300 × 300 px
· Skyscraper 120 × 600 px, 160 × 600 px
· Rectangle 300 × 250 px, 234 × 60 px, 300 × 60 px, 468 × 60 px
· Icon 88 x 31 px

This form of advertising was initially very successful, but over time, some websites began to overload their content with so many ads that they became “annoying” to consumers. As a result, a significant portion of users began using various ad-blocking programs like AdBlock or similar applications that prevent banner ads from appearing.
Advertising companies consequently began using native advertising (sponsored posts), and with the launch of Facebook in 2004, they expanded their reach to include Facebook profiles. Commercial companies thus began using three basic media for their marketing:
· websites
· social media (Facebook, Instagram)
· direct mailing

Websites form the foundation of modern corporate marketing and serve as the primary source of information. Companies use them to provide comprehensive information about the company’s founding and history, products, contact details, and more.
Social media platforms are an important complement to websites because they directly reach the target audience. In addition to basic information, social media can be used for multimedia contests, live streams, and, above all, to receive immediate feedback from potential customers.

Direct mailing is a specific form of advertising used to contact only those customers who have consented to this form of communication.
The internet today is undoubtedly flooded with advertising, which can be annoying. On the other hand, however, online advertising can be used to immediately draw attention to the need to help people who are in need. For example, by promoting a charitable project or raising awareness about the search for missing persons. Internet advertising is thus a sort of “necessary evil” that we need to get used to.