Online advertising ‘overtakes TV’
Although the overall spending in the recession dropped by 16%, online advertising spending in the UK overtook television spending for the first time according to a report by the BBC. According to the study by the Internet Advertising Bureau and PricewaterhouseCoopers the outlay grew 4.6% to £1.752bn between January and July.
However, Thinkbox, the marketing body for the main UK commercial television broadcasters, said the figures did not compare like with like. “Online marketing spend is made up of many things including e-mail, classified ads, display ads and, overwhelmingly, search marketing. They should be judged individually,” said Lindsey Clay, Thinkbox’s marketing director.
During the times of recession it is very hard to convince consumers to purchase/use your services. Hence I believe that traditional method of advertising and online advertising are complementary to one and other rather than a challenge for one another. More often than not a television or newspaper ad drives people to visit website for more information and hence conversion. But as online advertising is quite trackable as compared to traditional advertising it drives in the investment.
Online Advertising includes search marketing, display ads, email marketing & classified adverts. One other reason for increase in online advertising spend is that because it’s not as expensive (as compared to traditional advertising), flexible & trackable more and more local businesses are advertising online and seeing improvements in ROI.
