The revenue produced from online marketing is set to overtake it’s TV equivalent

The income produced from online advertising is set to eclipse its TV cousin. The recent findings that online marketing has overtaken that of usual methods including the TV provides a free advert for Search Engine Optimisation Company. The figures reveal 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 spectrum of mediums included in the online statistics, these were made up of email campaigns, classified adverts, online ads and search marketing methods. These statistics come as a shock to standard media such as newspapers, radio and television, who have been frought from poor profits and shrinking 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 rule the online world with a 19% market share, making certain 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 especially keen to extol the benefits of Online Marketing principally due to the various metrics which can be recorded and analysed as part of the campaign. These widespread studies can include 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 bold contrast to other forms of old fashioned advertising where the ads impact must be judged rather subjectively.

Another reason 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, communicating 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 adversity as people rush online to search out bargains. All of these aspects, sited above, have been due in a large part to the availability of cheap and affordable broadband packages which have begun to inundate the market. These supply 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 previously the online boom embraces a whole array of different processes to market to the public whereas TV, radio and print are locked to a single outlet. Further more the study did not explore the synergistic and symbiotic implications of combining ads across a combination of these platforms.

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