Every day we witness a large number of advertisements that surround us everywhere, whether we are aware of them or not. Traditional media are losing more and more importance over time due to the development of new media. With the advent of the Internet, the number of users has grown rapidly, and customers have become more informed to find a solution for their needs. Businesses have identified new opportunities to communicate with potential consumers through the Internet. In order to identify consumer needs, companies use online advertising through world wide web, e-mail and mobile media. By investing in a new medium, the Internet, companies should not omit investments in traditional advertising on television, radio and print. The new medium has a number od advantages and disadvantages that companies need to be aware of. The biggest advantage of internet advertising is personalization and mensurability of ad performance. Today, people who use the internet want to see what concerns their interests. This is the challenge that every company strives for – personalization of ads on many platforms that have a large number of users. Samsung is a good example of how traditional media can be user to advertise and innovate ways of communicating in a digital environment, thus achieving internal and social goals.