Online advertising has hit a 'huge milestone' with the news that it has overtaken television advertising for the first time. Many questions will be asked and many answers will be analysed as to just why campaigns are moving online but to me the answer is simple. The access to market intelligence and media monitoring is, without doubt, emphatically stronger.
Companies can track specifically just how successful a campaign has been, can track the progress in key, targeted areas and can monitor just where their consumer is coming from. Whilst television can offer big exposure to a stereotyped audience, the Internet can offer precise answers and enlightening results, allowing future marketing strategies to be even more focused.
And it's not only access to information that's important, it's the access a consumer gets to the product that also makes online advertising so appealing. A television advert might leave a phone number, maybe even a website but that is still another stage for a consumer, another action they must actively seek out. Online you're always a click away from a product, a very powerful tool for those looking to sell.
So this gap will continue to increase, and as developments improve the online advertising model, the power will well and truly shift to websites who can prove notable traffic, and willing consumers.
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