It seems incredible, as a crystal ball foretell, but it is nothing but expert’s forecast.
ZenithOptimedia, for example, points that in 2013 Internet is to overcome newspapers becoming the second in the world ranking by advertising investment received. The same will happen in Spain.
The 14.4% slice of the ad spend cake eaten by Internet in 2010, will turn into a 18.9% portion in just two years.
Those are not risky prognosis, given the growth rates, which on-line is experiencing in Spain and the chances in the field of interactivity and new communication forms it provides in comparison with other media.
For many years the daily press – on paper – was the first power in the Spanish advertising market, even beyond the television. Papers later lost the leadership at the hands of television, which keeps on holding the lead for decades, with a share of nearly a 44% in the advertising cake. Now newspapers are about to be overtaken by the Internet. This has already happened in other countries, if I remember it well, in the United Kingdom among others.
In Spain, the double-digit ad investment rise in online advertising, while the total ad spend comes down every year as a result of the crisis – specifically in the first nine months of 2.011 a 6.7% according to Infoadex- have consolidated Internet as third advertising medium. Because not only rose Internet, but almost all other media have been been registering negative growth.
To take only two illustrative examples worth mentioning, television, the advertising Queen in Spain, has suffered in the first nine months of 2011 a 7.5% drop and newspapers a much harder 12.2% fall.
While some media go down, Internet maintains an enviable standing rise, according to IAB Spain, a 14.4% during the first half of 2011, compared with the same period of 2010.
This contributes also – and much – to reduce the gap with the media, which rank higher in the ad spend field, particularly with regard to the newspapers.
No surprise, therefore by the spread of studies on online media, carried out by research institutes and advertising agencies. For good and evil, Internet takes now its part in the wide majority of the campaigns, either being the only media or complementing actions in through other media.
Leaving aside the so called usual advertising investments in on-line (banners, diplay, etc.), the democratic Internet has gained such influence that nobody should feel surprised by the fact that companies use higher and higher amounts of money to recruit bloggers, community managers and other professionals that get devoted to “safeguard” their good will, as well as the good reputation of their products and services in the Net.
The latest reports I have read most recently are the one published by TNS worldwide under the title Digital Life and the research carried out in Spain by Zenith Media under the Net Radar tag. The world of marketing, professionals, agencies and advertisers, sees that it is necessary to learn more about the possibilities offered by Internet and the factors which drive online effectiveness. ROI must be guaranteed.
Image over the headline.- Cyberfuture. © Eastwind.
Related Eastwind Marketing links:
People don’t want brands polluting their social network
http://www.eastwindmarketing.es/blogs/eastwindmarketingycomunicacion/en/2011/11/20/people-dont-want-brands-polluting-their-social-network/
