The revenue produced from online advertising is set to eclipse its TV cousin. The new study that online promotion has overtaken that of traditional medium including the TV gives a free advert for Search Engine Optimization Company. The figures reveal a growing tendancy toward online advertising with £1.752 billion spent online verses only £1.639 billion on television. One explanation for this could be the broad scale of mediums included in the online figures, these consisted of email campaigns, classified adverts, online ads and search marketing methods. These figures come as a surprise to traditional media such as newspapers, radio and television, who have been frought from poor profits and shrinking audiences ever since the onset of the digital revolution and more recently, the recession.

Obviously the largest spenders on online ads were the technology firms who dominate the online world with a 19% market share, ensuring that they achieve the best Search Engine Placement positioning. These were followed by the telecom, finance, and entertainment industries. Vital to success were the ever present banner ads which were touted as meeting and even surpassing analogous advertising campaigns on the TV.

Advertisers are in particular keen to commend the virtues of Online Marketing basically 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 measure the degree of impact an ad has on its intended audience directly. This is in bold contrast to other forms of old fashioned advertising where the ads impact must be judged fairly subjectively.

Another cause for the phenomenal success of online advertising is the absolute scope for interactivity and fun. Games and entertainment can be seamlessly 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. Furthermore 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 aspects, sited above, have been due in a large part to the abundance 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 conventional TV and print media stating the study is flawed principally due to unfair comparisons. As discussed before the online boom embraces a whole array of different methods to market to the public whereas TV, radio and print are locked to a single outlet. Further more the study neglected to explore the synergistic and symbiotic implications of combining ads across a mixture of these platforms.


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