Late in December the Wall Street Journal reported that advertisers spent more money in online advertising in 2010 than newspaper print advertising for the first time in history. If you needed any further proof that traditional advertising is changing and the world is moving online, here is your proof. According to eMarketer, online ads will account for $25.8 billion in revenue in 2010 to newsprint’s $22.8 billion. That doesn’t mean that newspapers are all going to shrivel up and roll away tomorrow by any means. They are still a formidable presence in our daily lives. I’ve certainly found them to be quite effective in promotional advertising….even today. This news does mean that you had better start moving a portion of their advertising budget online, if you haven’t already done so.
The internet accounts for roughly 20% of overall media consumption, yet businesses dedicate just shy of 7.5% of their overall advertising budgets to online marketing. Online is expected to take an even larger share of media consumption in the next several years growing to 25% by 2012. That begs the question , How are you allocating your advertising dollars this year?
I’ve been lucky enough to have several clients who have been astute enough to see that online advertising is where the future lays. We’ve put together a number of online programs including email blasts, Google Adwords, Microsoft AdCenter, Facebook, sponsorship tiles, sliding billboards, and more with positive results overall. Just as in offline advertising, there are hits and there are misses. Not everything online works great every time for everyone. Just as in offline advertising, learn from both your success and your mistakes and move forward.
What are you doing for online advertising in 2011?
