The income generated from online advertising is set to eclipse it’s TV cousin

The money produced from online advertising is set to eclipse its TV cousin. The new report that online advertising has overtaken that of normal medium including the TV gives a free advert for Search Engine Optimization Company. The figures show a growing movement toward online advertising with £1.752 billion spent online verses only £1.639 billion on TV. One reason for this could be the broad range of mediums included in the online figures, these were made up of email campaigns, classified adverts, online ads and search marketing methods. These stats come as a surprise to standard media such as newspapers, radio and television, who have been beleaguered by poor profits and shrinking audiences ever since the onset of the digital revolution and more recently, the credit crunch.

Unsurprisingly the largest spenders on online ads were the technology companies who control the online world with a 19% market share, making certain that they obtain the best Search Engine Placement positioning. These were followed by the telecom, finance, and entertainment industries. Vital to success were the ubiquitous banner ads which were touted as meeting and even exceeding analogous advertising campaigns on the TV.

Advertisers are in particular keen to extol the benefits of Online Marketing principally due to the various stats which can be recorded and analysed as part of the campaign. These extensive studies can consist of vast panoply of custom metrics some of which can be used to assess the degree of impact an ad has on its intended audience directly. This is in harsh contrast to other forms of traditional advertising where the ads impact must be judged comparatively subjectively.

Another reason for the phenomenal success of online advertising is the complete scope for interactivity and fun. Games and entertainment can be flawlessly meshed with carefully crafted marketing campaigns. Especially good ones can become fully fledge cultural memes, communicating to millions as people use email and social networking sites to spread the word. Additionally the competitive online market place can attract a higher number of people during times of economic adversity as people flock online to search out bargains. All of these reasons, sited above, have been due in a large part to the availability of cheap and affordable broadband packages which have begun to flood the market. These provide the necessary speed and bandwidth to watch videos in real time and persuade people to spend more time online.

However a note of caution has been sounded by dissenting voices in long established TV and print media stating the study is unsound principally due to unfair comparisons. As discussed earlier the online boom embraces a whole array of different methods to market to the public whereas TV, radio and print are fixed to a single outlet. Further more the study neglected to explore the synergistic and symbiotic implications of combining ads across a combination of these platforms.

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