The money generated from online advertising is set to overtake it’s TV counterpart

The income generated from online advertising is set to eclipse its TV cousin. The current report that online marketing has overtaken that of conventional medium including the TV indicates a free advert for Search Engine Optimisation Company. The figures reveal a growing trend toward online advertising with £1.752 billion spent online compared to only £1.639 billion on TV. One explanation for this could be the broad scale of mediums included in the online figures, these were made up of email campaigns, classified adverts, online ads and search marketing methods. These figures come as a surprise to standard 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 credit crunch.

Of course the largest spenders on online ads were the technology businesses 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. Critical to success were the ever present banner ads which were touted as meeting and even exceeding analogous advertising campaigns on the TV.

Advertisers are particularly keen to praise the virtues of Online Marketing mainly due to the various stats which can be recorded and analysed as part of the campaign. These extensive studies can embrace 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 quite subjectively.

Another explanation for the phenomenal success of online advertising is the sheer scope for interactivity and enjoyment. Games and entertainment can be effortlessly meshed with carefully crafted marketing campaigns. Especially good ones can become fully fledge cultural memes, broadcasting out to millions as people use email and social networking sites to spread the word. Additionally the competitive online market place can draw a higher number of people during times of economic hardship as people rush online to search out bargains. All of these reasons, sited above, have been due in a large part to the profusion of cheap and affordable broadband packages which have begun to saturate the market. These provide 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 usual TV and print media stating the study is unsound principally due to unfair comparisons. As discussed before the online boom embraces a whole array of different processes to market to the public whereas TV, radio and print are fixed 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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