Last week data reached the news desks of agencies that UK companies are now spending more on online advertising than on television advertising. According to the Advertising Bureau’s report, a record £1.75 billion was spent on online advertising in comparison to £1.64 billion spent on TV. This is understandable when it is considered that searchers on the internet can find anything from dog clothes to tiaras. Essentially, by utilising online advertising, particularly when this advertising is related to search, companies can target their marketing to people that want to use their products; fundamentally this is far more cost effective than using television adverts.
Cleary the power of search engines such as Google as well as the growth in the search marketing has led to aggressive sales strategies utilising all the online medium has to offer. Companies that do use online advertising strategies not only have a more targeted form of visibility, but also have a means of direct measurement of success for the advert; in these days of penny pinching and recession it is perfectly understandable that companies would prefer this more cost effective option. This latest news is in my opinion only the tip of the iceberg; online expenditure will continue to grow as more and more people choose to shop online. An increasing number of companies will realise the benefits of online advertising and particularly marketing in the search medium.
