Is internet advertising really leading the way?
There are two very interesting pieces in today’s Media Guardian that really got me thinking. The first is actually a letter from Tes Alps of advertising marketing company Thinkbox. Tes talks about the fact the TV advertising is still very effective despite the growth in the amount of time people spend online. Tes explains that “we are watching 10 mins more TV per day than 10 years ago” which suggests that internet usage is not overtaking the goggle box. What I like best about Tes’s letter though is the point that value should not be measured in terms of time spent, but in terms of advertising opportunities, so for example half the time people spend online is on email and therefore not available for advertising - unless of course it’s on hotmail etc which have advertising al over it.
The second piece was on Social Networks by Anthony Lilley from Magic Lantern. Anthony’s piece addresses an equation that describes the difference between TV advertising and web 2.0. Essentially Anthony suggests TV is purely a one to many communications medium, i.e. you broadcast your message one way to many people at the same time. Web 2.0 on the other hand enables you to broadcast to networks of people, supposedly with overlapping common interests. The message therefore spreads more quickly, but worryingly for marketers, your messaging is less controllable.
So what then is particularly interesting about these two pieces? Well for a start it’s clear that TV advertising still has a long way to go. After all if we’re watching more TV then there’s a good chance we’re watching more adverts. With this in mind maybe some of the social networking sites are a little overvalued i.e. MySpace and Facebook. Secondly it seems as far as internet advertising goes, despite it’s obvious benefits from a network perspective, it’s both less controllable and less clearly measurable.
What’s most interesting however is the approach Tes suggests which is to use internet advertising as a complement to TV advertising. Is this integrated marketing communications then? I think so.
So what’s the relevance of all this then to the small business or internet marketer. Well it’s the whole integrated approach, or multilevel marketing lesson again. Obviously you aren’t going to be into TV advertising, but you might have a small video on YouTube, which you compliment with a blog, an email campaign, a free ebook and much more. So in reality internet advertising is not really leading the way, but it’s just part of a varied communications mix.
(This post refers to the UK Guardian’s media pages. In no way do I want to infringe their copyright or steal their content, just comment on what is generally an excellent newspaper. I would suggest you buy the paper or look at the website for more quality content.)
Tag:Advertising
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Great post. I’ve bookmarked it and will return.
I can’t wait for the next post! Awesome stuff, Andy.