Advertising’s target audience is digital and fragmented

A cracking – but no surprises – article in the FT: TV ad income is down, but within the figures, TV companies’ income is shifting to digital channels. Their audience is fragmenting.

In 2010 internet advertising will overtake TV; only press advertising will be larger:

“Advertising spending on the internet, which was 14.2 per cent of the
total last year, is forecast to be 26.9 per cent in 2012, overtaking
television as the second largest platform for advertisers in 2010.

“Press advertising is estimated to fall from its 46 per cent share to just over 38.3 per cent in six years.”

Which will give us *very* interesting times: we have hundreds of years culture in press advertising; 50+ years of commercial tv expertise. And a decade of online ad exposure, which has been a fairground ride, with folk clinging to the handrail to keep up with the pace of technical innovation and explosions in site traffic.

How much consensus is there, right now, on what makes a good online ad campaign? Site views?  Registrations? Viral infection rates? Awareness? Sales?
Put any three experts in a room & you’ll get 4 views.

Now, it was always the same in tv & press – but built on rather more firm foundations. Which means that the online industry had better get some consensus on what to measure, and what to return on investment to expect, pretty quickly.
In three years or less.

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