Online advertising spend increased by 4.6% to just over £1.75bn across the first half of this year. At the same time TV advertising spend decreased by a huge 16.1% to £1.639bn.
What constitutes 'online advertising'?
The report, completed by the Internet Advertising Bureau and PricewaterhouseCoopers, defined online advertising as:
- E-mail campaigns
- Classified adverts
- Display adverts
- Search marketing
This scenario, in which online spending overtakes TV spending, has been expected for some time although Thinkbox, the marketing body for UK TV broadcasters, believes the different elements of 'online advertising' should be compared individually, not grouped together as they are currently. If this happened then TV advertising spend would still be far higher.
The effect of the recession?
It's clear that the current climate has increased the speed at which online advertising spend has caught up with, and overtaken,TV spend. However, it 's possible that the move from newspaper, TV and radio advertising towards online advertising has as much to do with the associated costs as it does with the very measurable and trackable nature of the medium.
Track and Measure vs. Hit and Hope
Using online advertising such as a search marketing campaign we're able to accurately track how many people the campaign delivered to a given Web page or site. We're even able to see how many of those people completed a specified task or goal. This enables us to give accurate ROI figures, something that has traditionally been quite hard to achieve with TV and Radio advertising.
Feel free to call us today (0845 058 9050) and chat with one of our consultants about the benefits of online advertising and marketing.
Alternatively, fill out our contact form and somebody will get back to you.