A topical report by the Internet Advertising Bureau and PriceWaterhouseCooper advise that in the first half of 2009, online promotion became the main advertising type in the UK, overtaking TV promotion for the first time. In this period, 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 key factor in speeding up a process which was really expected by the end of 2009 in which online advertising gained 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 more affordable and more households have faster broadband connections. Of these connections, more than half are wireless connections, making usability much easier. In these days of insecurity, therefore, it is no surprise that advertisers are following this market which is more targetable, measurable and accountable than other media methods.
Advertisers have to be more alert in this current climate of where their budget is spent and with Sky+ in many homes, people are opting to skip adverts as they playback their favourite television programmes. This may well account for the decision of many to put their reduced budget on Search Engine Placement positioning for example, as opposed to the habitual TV advertising.
Thinkbox marketing director, Lindsey Clay, is of the view that now that online marketing is more fully grown, email promotion, classified marketing, display advertising and search advertising should be considered as separate media, instead of all being joined under the one title of online advertising.
Of all the money spent on promotion online in the first half of 2009, over 60% was used on paid for search advertising. This is very fashionable due to the fact that these adverts can aim at exactly the right customers for the advertisers’ services. Most internet users are also repeated users of search engines such as Google and Yahoo!, so it should be no surprise to us that companies 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 improve the TV advertising market again. However, now that online marketing has become prevalent, and as advertisers see positive results, this is a market for the SEO company and it is positively worth investing.
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