Online advertising holds no barriers for TV
Businesses continue to use TV advertising in tandem with online efforts when managing website promotion, according to the latest report by eMarketer.
While online spending grows, TV ads still hold firm
Wednesday, March 30 2011 by John Burns
While investment in managed emarketing and website promotion schemes continues to grow as more people demand media through the internet, this is certainly not at the expense of TV advertising, according to a new report.
eMarketer revealed the results of its most recent poll, discovering that US spending on major media should continue its recovery from the recession.
However, while overall ad investment will not reach 2007 levels within the forecast period, TV is making an above-average comeback and should surpass the aforementioned benchmark by next year.
Last year elicited a huge recovery for spending on TV advertising after the economic downturn calmed down, registering growth of 9.7 per cent. Growth, while slowing to just 2.5 per cent in 2011 as per the company’s projections, still shows that the medium is seen as a powerful way to connect with the public.
Television in the US still holds the greatest share of major media advertising spending at 39.1 per cent this year, and this share will hold firm in the coming months and years.
While the growth of online journalism will leap from 15.4 per cent of total spending in 2009 to 25.6 per cent by 2015, this will come at the expense of other traditional media outlets such as print and directories.
Furthermore, by 2013, online ad spending will be more than print spending on both magazines and newspapers combined.
eMarketer chief executive officer and co-founder Geoff Ramsey said: “TV advertising is on course to return to pre-recession levels. While the growth of online advertising has been robust, it hasn’t stopped brand advertisers from keeping the bulk of their budgets flowing through TV sets.”
Yesterday (March 29th), the Internet Advertising Bureau and PricewaterhouseCoopers revealed that UK website promotion and managed emarketing had overcome recessionary trends with impressive growth of 12.8 per cent on a like-for-like basis in 2010.
Living Streams “Improving clients’ profitability through better use of the internet”.