A fatal mistake many small business owners make when trying their hand at online advertising is that they don’t invest in creative designed specifically for that medium. Banner ads are often smaller versions of a print campaign without any regard to the behavior of online audiences.

But would you use a newspaper ad for your outdoor display?  Would you air your radio spot as a TV commercial?

Interactive advertising provides a near limitless set of choices for a small business that’s advertising online.  This article offers a few examples of how companies are already thinking intentionally about their online advertising campaigns. Small businesses owners would benefit from this kind of approach.