Internet Advertising tops traditional media

This week is a defining moment for the power of the internet and its affects on traditional marketing practice. It has been widely reported as a result of new figures released by the Internet Advertising Bureau that the Internet has finally taken over from television as the most popular advertising medium for business in the UK with a market share of 23.5% compared to television with 21.9%. This has to be seen in the context of a declining advertising revenues with TV adverting dropping 17% year on year. It also should be noted that the two are mediums are very different in terms of what the consumer may understand as an “Advert” when you consider that 60% of internet advertising spend is on paid search engines with Google taking most of the cash.

Although the headline is striking and important, these numbers should not be of any surprise given the internet’s growing maturity and acceptance. Similar interest was given to the subject back in April 2007 when I had the experience of being on BBC Radio Solent to talk about internet advertising at it raise then from 7-12% year on year. A recording of the interview can be found below. Further details of the report can be found here

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