Online Promotion Has Made It’s Mark Far Sooner Than Anticipated Due Perhaps To The Recession
A up to date report by the Internet Advertising Bureau and PriceWaterhouseCooper advise that in the first 6 months of 2009, online promotion became the biggest advertising type in the UK, overtaking TV promotion for the first time. In this time frame, Online Marketing grew by 4.6%. During the same period, the total sum of money spent on advertising overall was down 16.6%. Online promotion now has 23.5% of the market share whereas TV has 21.9%, down 17% from the same period last year.
The current downturn is seen as a big factor in speeding up a procedure which was in fact expected by the end of 2009 in which online advertising made the number 1 spot in the UK. The UK is currently the world leader of online marketing. Users of the online services are increasing as the cost of broadband is becoming lower and more households have faster broadband connections. Of these homes, more than half are wireless connections, making usability much better. In these days of uncertainty, therefore, it is no surprise that advertisers are following this market which is more easy to target, assessable and accountable than other media systems.
Advertisers have to be more aware in this current climate of where their budget is spent and with Sky+ in many homes, people are tending to skip adverts as they playback their desired television programmes. This might account for the decision of many to spend their reduced budget on Search Engine Placement positioning for example, instead of the usual TV advertising.
Thinkbox marketing director, Lindsey Clay, is of the view that now that online marketing is more adult, email advertising, classified advertising, display advertising and search advertising should be considered as separate entities, instead of all being shoved under the one title of online advertising.
Of all the money spent on promotion online in the first half of 2009, over 60% was spent on paid for search advertising. This is very popular due to the fact that these adverts can aim at exactly the right consumers for the advertisers’ goods. Most internet users are also frequent users of search engines such as Google and Yahoo!, so it should be no surprise to us that businesses are choosing to spend their marketing budget on search advertising.
TV advertising has not gone altogether and as discussions are underway regarding promotion within TV programmes, known as product placement, this may well develop the TV advertising market again. However, now that online marketing has become established, and as advertisers see positive results, this is a market for the SEO company and it is positively worth investing.
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