Display advertising now accounts for 12-15% of the worldwide advertising market share, with mobile advertising growing at a rate of 110% in the last five years. It is getting easier to understand consumer purchase intent for high-involvement products and place branded content, reviews, and testimonials during the purchasing process online or offline. Brands can choose not to advertise digitally and still gain significant lift by creating favorable opinions through advocacy programs and advertising on social media. E-commerce giants have shifted consumer behavior through discounts for online shopping advertised across various channels including print, TV, outdoor and social media, providing an opportunity for other brands to surface directly through targeted social and mobile search advertising.