Will online advertising take over the traditional media?
Advertisers have been using traditional media for a long time. They have spent millions of dollars on radio, television, newspapers advertisement to attract consumers. Since a couple of years internet advertisement is also making it’s way to the top. Advertisers recognized this and spent a lot of money on the possibilities of the internet. They replace the options they used for television and magazines or they use a combination of the two. So online advertising is increasing very fast, but the question is if the online advertising will take over the traditional media.
The new media are climbing to a unknown rate. Especially radio has been surpassed by the internet. Consumers are spending less time listening to radio then they do surfing the web or watching television. In addition, only 17% of consumers consider radio the most essential media, while five years ago that rate was at 26%. Marketer senior analyst Ben Macklin says the radio ad spending is expected to grow 1,5% in 2007, but online ad spending will grow up to 22% in 2007.
Nowadays there are also a lot of video ads online to be viewed. A couple of years ago there were only banners or pages. The irst attempt at online video advertising was attaching a TV ad to the front of a video clip. But the industry soon recognized that it didn’t work for online clips because the ads where often longer than the clip itself. Marketeers are now shifting to ads that are especially made for an online audience. Like a 15 second spot or an ad that appears at the bottom of a screen and can be clicked on.User-generated video can’t generate a lot of advertising dollars. But to get the ad-friendly clips they want, video sites realize that they should give something in return. Some video sharing sites came up with something that will appeal to viewers and that marketeers will like. They attach ads to videos they have inspected and then share the profit with the video maker.
Those sound like encouraging words for the internet industry, but publishers still think the traditional media are very important in the advertising world. Results from analysts show that internet has a great future in online advertising. But in most cases there won’t be an either-or proposal. A mix of traditional media can be fare more effective than using only online advertising.
