The money generated from online promotion is set to eclipse it’s TV cousin

The income produced from online advertising is set to eclipse its TV cousin. The current findings that online marketing has outstripped that of conventional medium including the TV indicates 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 TV. One explanation for this could be the broad range of mediums included in the online statistics, these included email campaigns, classified adverts, online ads and search marketing methods. These statistics come as a shock to traditional media such as newspapers, radio and television, who have been beleaguered by poor profits and dwindling 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 companies who control 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. Vital to success were the ubiquitous banner ads which were touted as meeting and even exceeding analogous advertising campaigns on the TV.

Advertisers are in particular keen to extol the virtues of Online Marketing principally due to the various statistics which can be recorded and analysed as part of the campaign. These wide-ranging studies can include vast panoply of custom metrics some of which can be used to determine 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 rather subjectively.

Another cause 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. 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 reasons, sited above, have been due in a large part to the abundance of cheap and affordable broadband packages which have begun to inundate 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 warning has been sounded by dissenting voices in traditional TV and print media stating the study is unsound principally due to unfair comparisons. As discussed previously 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 failed to explore the synergistic and symbiotic implications of combining ads across a combination of these platforms.

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