Times have changed. The typical day of an average adult has changed. Thanks to the technology that allows us to check our e-mails even during the stretch break of a pilates class, we are a lot more engaged in the digital world. Facebook messages have replaced the SMS, and the online messengers have lessened the amount of time we spend talking on the phone a great deal in our daily lives, meaning: Internet ALWAYS ON, and TV? Ehh, I'd rather have my laptop close for the commercial breaks or even watch the my favorite shows online.
Changes in the advertising industry have also seem to fit the general trend we converge towards in our social lives. According to a BBC report, for the first time in the UK, online advertising spending has overtaken TV advertising expenditures. (You can check out the article, for the actual figures.) This is described as a huge milestone, since for years, online advertising has been seen as a "poor cousin" to TV advertising.
(I can't embed the video with Nick Fox from the DDP, but be sure to check it out!)
However, the question to be discussed is whether this comparison is fair. Online and TV advertising seem to be most fruitful when they go hand in hand. Furthermore, the description of online advertising in this case includes "E-mail campaigns, classified adverts, display ads and search marketing". How fair is it to bundle all that in one pot, without assessing the productivity of each tool?
Given the tough economic times, it is exciting to see online advertising thrive and bring out stimulating opportunities for online marketeers. Therefore, for my next entry, I will be taking another dive to the e-world to discuss what makes a great online ad!
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