The research interest of this work arises from the development of the media landscape and the changing ways in which consumers engage with media. What new forms of online advertising exist? How has the internet influenced traditional advertising? Is traditional advertising threatened by the existence of online advertising? If so, what dangers or trends are present? What new research questions and fields emerge from this for communication studies? Does online advertising pose a threat to traditional advertising? Here, the term "threat" refers to the question of whether traditional advertising will become obsolete in the future or be displaced to such an extent by online advertising that it no longer plays a significant role in the advertising mix of marketers.