October 29th, 2009 by Bruce

The money produced from online advertising is set to eclipse its TV cousin. The recent report that online advertising has overtaken that of traditional medium including the TV gives a free advert for Search Engine Optimization Company. The figures reveal a growing inclination toward online advertising with £1.752 billion spent online verses only £1.639 billion on TV. 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 stats come as a surprise to conventional media such as newspapers, radio and television, who have been frought from poor profits and dropping audiences ever since the onset of the digital revolution and more recently, the financial downturn.

Obviously the largest spenders on online ads were the technology companies who rule 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. Key to success were the ubiquitous banner ads which were touted as meeting and even surpassing analogous advertising campaigns on the TV.

Advertisers are in particular keen to extol the benefits of Online Marketing basically due to the various stats which can be recorded and analysed as part of the campaign. These widespread 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 stark contrast to other forms of traditional advertising where the ads impact must be judged fairly subjectively.

Another cause for the phenomenal success of online advertising is the absolute scope for interactivity and amusement. Games and entertainment can be flawlessly 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. Furthermore the competitive online market place can be a magnet for 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 profusion of cheap and affordable broadband packages which have begun to saturate the market. These give 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 conventional 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 tied 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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