Advertisers are moving up their game to make you a better consumer. With more eyes on the Web, the industry is shifting from TV and print to deliver greater ad content through the Internet.
“The Internet is becoming more and more attractive to advertisers with big budgets as well as those with modest budgets because there are more eyeballs than ever and better ways of tracking them,” said Todd Gregorcic in a press release. Gregorcic is the president of Click My Video Inc., an online video advertising provider.
In a study last year by the Society of Digital Agencies (SoDA), digital media investments are expected to soar in 2010.
Particularly, search-related ads remained the highest source of revenue in Internet advertising for America in 2009, the Interacting Advertising Bureau (IAB) reported. Nearly half of $22.7 billion in total revenue came from searches, followed by display-related ads such as banners that claimed 22 percent of all Web-related revenue.
While the digital media provides a good market for investors, it spells bad news for print media.
For example, the 2009 annual financial reports showed The New York Times lost around 27 percent in advertising revenue compared to the 2008; The Washington Post decreased by 23 percent in print and 13 percent in online ads.
In total, 2009 newspaper ad revenue declined 27.2 percent in America, Media Life wrote. If it is considered that the press relies substantially on advertising for income, this makes the future of print media unclear.
A lot of the reasons for this shift have to do with advertising companies’ ability to monitor consumer behavior. With DVRs the industry cannot get full data on who watched what ad on TV, Gregorcic said. With print it’s even more unclear how effective ads are.
The Web, on the other hand, can deliver extensive reports of how consumers react to ads. On Youtube for example, Google can provide information on what parts of a video received the highest viewership and the video’s ability to keep the audience’s attention.
In reality, any website can have the capability to monitor where people click, how they watch the content and how they interact with it. There are even heat maps that show exactly in which website fields consumers click the most.
“With digital media, you can track website visits, collect marketing information, and even e-mail consumers directly with rich media like video. More than that, advertisers are able to target their audience based on key demographics and enthusiast interests on a granular level that just isn’t viable with any other medium,” Gregorcic said.
By knowing how a nation behaves online, the advertising industry can open a window into consumer psychology and devise ads to specifically target their attention. This is the type of insight that print media fails to provide and as a result, it remains one of the main reasons why newspapers are having a hard time generating revenue.
“The Internet is becoming more and more attractive to advertisers with big budgets as well as those with modest budgets because there are more eyeballs than ever and better ways of tracking them,” said Todd Gregorcic in a press release. Gregorcic is the president of Click My Video Inc., an online video advertising provider.
In a study last year by the Society of Digital Agencies (SoDA), digital media investments are expected to soar in 2010.
Particularly, search-related ads remained the highest source of revenue in Internet advertising for America in 2009, the Interacting Advertising Bureau (IAB) reported. Nearly half of $22.7 billion in total revenue came from searches, followed by display-related ads such as banners that claimed 22 percent of all Web-related revenue.
While the digital media provides a good market for investors, it spells bad news for print media.
For example, the 2009 annual financial reports showed The New York Times lost around 27 percent in advertising revenue compared to the 2008; The Washington Post decreased by 23 percent in print and 13 percent in online ads.
In total, 2009 newspaper ad revenue declined 27.2 percent in America, Media Life wrote. If it is considered that the press relies substantially on advertising for income, this makes the future of print media unclear.
A lot of the reasons for this shift have to do with advertising companies’ ability to monitor consumer behavior. With DVRs the industry cannot get full data on who watched what ad on TV, Gregorcic said. With print it’s even more unclear how effective ads are.
The Web, on the other hand, can deliver extensive reports of how consumers react to ads. On Youtube for example, Google can provide information on what parts of a video received the highest viewership and the video’s ability to keep the audience’s attention.
In reality, any website can have the capability to monitor where people click, how they watch the content and how they interact with it. There are even heat maps that show exactly in which website fields consumers click the most.
“With digital media, you can track website visits, collect marketing information, and even e-mail consumers directly with rich media like video. More than that, advertisers are able to target their audience based on key demographics and enthusiast interests on a granular level that just isn’t viable with any other medium,” Gregorcic said.
By knowing how a nation behaves online, the advertising industry can open a window into consumer psychology and devise ads to specifically target their attention. This is the type of insight that print media fails to provide and as a result, it remains one of the main reasons why newspapers are having a hard time generating revenue.
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