The income generated from online advertising is set to overtake it’s TV equivalent

The income produced from online advertising is set to eclipse its TV cousin. The recent study that online advertising has outstripped that of normal methods including the TV provides a free advert for Search Engine Optimization Company. The figures unveil a growing trend toward online advertising with £1.752 billion spent online compared to only £1.639 billion on television. One explanation for this could be the broad scale of mediums included in the online statistics, these were made up of email campaigns, classified adverts, online ads and search marketing methods. These figures come as a shock to standard media such as newspapers, radio and television, who have been under pressure from poor profits and dwindling audiences ever since the onset of the digital revolution and more recently, the recession.

Unsurprisingly the largest spenders on online ads were the technology companies who dominate the online world with a 19% market share, making sure 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 exceeding analogous advertising campaigns on the TV.

Advertisers are in particular keen to praise the benefits of Online Marketing principally due to the various statistics which can be recorded and analysed as part of the campaign. These widespread studies can include 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 stark contrast to other forms of old fashioned 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 amusement. Games and entertainment can be flawlessly meshed with carefully crafted marketing campaigns. Especially good ones can become fully fledge cultural memes, reaching out to millions as people use email and social networking sites to spread the word. In addition the competitive online market place can attract a higher number of people during times of economic hardship as people flock online to search out bargains. All of these aspects, sited above, have been due in a large part to the availability of cheap and affordable broadband packages which have begun to inundate the market. These supply the necessary speed and bandwidth to watch videos in real time and encourage 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 formerly the online boom embraces a whole array of different mechanisms to market to the public whereas TV, radio and print are tied to a single outlet. Further more the study did not explore the synergistic and symbiotic implications of combining ads across a blend of these platforms.

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