Julie Batten contributed an article on Clickz recently and we couldn’t agree more. Think Online Advertising!
From Clickz – Today I wanted to pose a question: is your media mix weighted appropriately given the changing media consumption landscape? Do you still invest heavily in traditional media like magazines and television? If you’re a mass marketer, TV has probably been your “go-to” media for the last 30 years…it can be hard to let go of such a trusty companion. But what if there were more cost-efficient opportunities to gain the same mass reach and impact afforded by TV, without the massive price tag?
No one can doubt the mass reach that television enables, but the truth is the online channel is now beginning to offer that same level of audience reach – but with arguably better engagement. And almost always at a more affordable price point.
Users are also spending more time online than ever before. It depends who’s releasing the report (e.g., Nielsen or an online publisher like Yahoo), but some studies show that online media consumption has now surpassed TV viewing. As reported by MSNBC, this is most certainly true of teens and young adults, with time spent online now surpassing time spent watching TV or talking on the phone.
And the advertisers follow the eyeballs. Online advertising has been rapidly encroaching on traditional media’s portion of the media mix pie for the last several years. And according to Forrester, spending on online advertising is in fact set to eclipse TV spends by 2016.
Read the full article here.