The revenue generated from online marketing is set to eclipse it’s TV counterpart

The income generated from online advertising is set to eclipse its TV cousin. The new findings that online marketing has overtaken that of conventional medium including the TV provides a free advert for Search Engine Optimisation Company. The figures show a growing movement toward online advertising with £1.752 billion spent online verses only £1.639 billion on television. One explanation for this could be the broad spectrum 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 usual media such as newspapers, radio and television, who have been under pressure from poor profits and reducing audiences ever since the onset of the digital revolution and more recently, the financial downturn.

Of course the largest spenders on online ads were the technology firms who control the online world with a 19% market share, making sure that they obtain 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 surpassing analogous advertising campaigns on the TV.

Advertisers are in particular keen to commend the virtues of Online Marketing principally due to the various statistics which can be recorded and analysed as part of the campaign. These extensive studies can consist of vast panoply of custom metrics some of which can be used to calculate the degree of impact an ad has on its intended audience directly. This is in harsh 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 complete scope for interactivity and amusement. Games and entertainment can be effortlessly 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. Additionally 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 aspects, 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 offer 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 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 mechanisms to market to the public whereas TV, radio and print are locked to a single outlet. Further more the study failed to explore the synergistic and symbiotic implications of combining ads across a mixture of these platforms.

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