Internet vs TV: Changes in Advertising

Online media continues to gain ground on traditional media, by combining and offering a single product featuring the best of both.

Tuesday, June 1, 2010

The television industry understands that audiences are shifting towards the web as their main information source, not only at the expense of print media, but also of television.

Their strategy is also clear: they are joining the enemy, in order to reach their audiences also through the web.

An article by Altonivel.com.mx analyzes the subject, remarking that some of the giants of Internet, such as Google, assure that TV will eventually be distributed through the web, and that Internet will finally absorb most of the advertising budgets. Nikesh Arora, Google’s president of global sales and corporate development, expects that in no more than eight years, between 30% and 50% of the advertising budgets will be spent online”.

More on this topic

The Effectiveness of Internet Advertising

November 2011

"Of all the people who see a banner on the Internet, only 1 percent click. But the remaining 99 also made contact with the advertisement, and although they didn’t access it, they still received the message."

The advantage internet advertising has over traditional media, is that it is possible to objectively measure its impact, by counting the clicks that tell us that the reader is interested and needs more information about the product, service or brand on offer.

The Advertising by Result Revolution

March 2011

Major Internet companies create new scenarios in order to build a brand.

While media debates on the payment model or blind faith in graphic advertising formats suitable for branding, a battle is taking place in advertising results.

Brands want to participate not necessarily spending money on advertising platforms but through internal 2.0 communication experts.

Digital Advertising Growing in Guatemala

December 2010

Attracted by its effectiveness and how easy it is to measure the impact of advertising targeting markets, as well as its relative low cost, advertisers increasingly use digital media.

While traditional media continue to lead in advertising investment, in Guatemala the portion of the budget devoted to online media - websites, social media and mobile devices is growing, reaching about 10% of the total, noting that the country is following the trend of developed countries, where even the reign of television as the premier advertising medium is being challenged by the Internet.

Print and Online Advertising: Trends Crossing

November 2010

A Microsoft Advertising White Paper looks at changes in audience behavior regarding print and online media.

Advertisers must ensure the balance between print and online advertising reflects the changing role of public consumption habits, particularly the growing importance of online advertising in various stages of the purchase funnel.

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