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

The revenue generated from online advertising is set to eclipse its TV cousin. The new report that online advertising has overtaken that of usual medium including the TV provides a free advert for Search Engine Optimization Company. The figures show a growing tendancy toward online advertising with £1.752 billion spent online compared to only £1.639 billion on television. One reason for this could be the broad spectrum of mediums included in the online statistics, these consisted of email campaigns, classified adverts, online ads and search marketing methods. These figures come as a surprise to usual media such as newspapers, radio and television, who have been under pressure from poor profits and dropping audiences ever since the onset of the digital revolution and more recently, the credit crunch.

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

Advertisers are particularly keen to commend the benefits of Online Marketing basically due to the various metrics which can be recorded and analysed as part of the campaign. These wide-ranging 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 cause for the phenomenal success of online advertising is the absolute scope for interactivity and entertainment. 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. In addition the competitive online market place can draw a higher number of people during times of economic adversity as people flock online to search out bargains. All of these explanations, sited above, have been due in a large part to the availability of cheap and affordable broadband packages which have begun to saturate the market. These offer 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 traditional 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 tied 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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