The money derived from online promotion is set to overtake it’s TV counterpart

The revenue produced from online advertising is set to eclipse its TV cousin. The recent findings that online advertising has outstripped that of traditional methods including the TV gives a free advert for Search Engine Optimisation Company. The figures show a growing inclination 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 consisted of email campaigns, classified adverts, online ads and search marketing methods. These statistics come as a shock to conventional media such as newspapers, radio and television, who have been frought from poor profits and reducing audiences ever since the onset of the digital revolution and more recently, the financial downturn.

Naturaly the largest spenders on online ads were the technology companies who rule 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. Key to success were the ubiquitous banner ads which were touted as meeting and even exceeding analogous advertising campaigns on the TV.

Advertisers are particularly keen to praise the benefits of Online Marketing mainly due to the various statistics which can be recorded and analysed as part of the campaign. These wide-ranging 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 rather subjectively.

Another reason for the phenomenal success of online advertising is the total 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, reaching out to millions as people use email and social networking sites to spread the word. Furthermore the competitive online market place can be a magnet for a higher number of people during times of economic hardship as people flock online to search out bargains. All of these explanations, sited above, have been due in a large part to the profusion of cheap and affordable broadband packages which have begun to inundate the market. These give the necessary speed and bandwidth to watch videos in real time and encourage people to spend more time online.

However a note of warning 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 methods to market to the public whereas TV, radio and print are fixed to a single outlet. Further more the study failed to explore the synergistic and symbiotic implications of combining ads across a combination of these platforms.

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