Internet ad spend on the up
It was reported last week that the UK has become the first major
economy where advertisers spend more on internet advertising than
TV, which has been the most popular medium for almost fifty years.
This trend towards online advertising was easy to see coming and
its dominance has been accelerated by the relative decline in TV
advertising as the recession has taken its toll.
The internet now accounts for 23.5% of all advertising money spent
in the UK, while TV ad spend accounts for 21.9% of marketing
budgets.
When broken down, the most popular form of internet advertising is
search marketing, such as sponsored results on Google.
Interestingly, the market for online display advertising has shown
a slight reduction.
This is because advertisers, who are working with restricted
budgets, are looking for more accountability and want to know how
effective their advertising spend is.
They get this with search advertising and can see how many people
click their link and follow through with a purchase, whereas the
effectiveness of online display advertising - much like TV and
print advertising - is significantly harder to measure.
This could have huge impacts for both the print and online news
outlets. Although advertisers have so readily deserted traditional
mediums, hugely popular news websites - even with all of this new
online advertising revenue - are struggling to turn a profit
without resorting to pay-walls.
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