The Sunday Times Business Section had a nice piece on the move to online advertising at the weekend by Paul Durman. It still seemed to assume that the same tactics (ie broadcast not dialogue) would drive the online spend, but some nice quotes included:
“Television companies will tell you that kids are still watching as much TV,” said Morris (Nigel Morris, Chief Executive of Isobar), “but they’re not. Television does not have the emotional pull. Programmes do, the stuff they see on a screen does. But conventional TV — something that’s scheduled, that I sit down and watch at a time someone has decided for me, prepared to watch the ads while it’s on — they don’t get it.” He continued: “You ask any kids, what would you rather be without: the TV or the internet? They will tell you, we’d rather be without TV.”
Advertisers are already spending more online than on radio (£582m), outdoor-poster sites (£932.5m) and in business magazines (£1 billion). But what is more striking is the continuing rate of growth. Online grew by 41% last year, and the IAB’s Guy Phillipson is forecasting the sector to attract at least another £500m this year. In contrast, the growth in other sectors is at best anaemic. TV advertising revenues shrank 4.7% last year, radio by 5.2% and press classified by 7.8%.
Claire Enders of Enders Analysis, the media-research firm, said: “We don’t believe that display advertising as we know it will be kaput in 2010. It’s not going to happen. “We’ve had five years of really fierce experimentation online. But there’s very little emotional response to online display. It’s still viewed as an experimental medium.”
Footnote: I read this story in the print version of the Sunday Times at the weekend and then found it on-line and copied the quotes over and linked to the story itself. But why I wonder, do I feel the need to link to sites of Isobar and Enders analysis and the TimesOnline does not? They have a nice comments section, but they are being pretty selfish with their links and I would have thought it was a very simple reader service? Or are they worried that a link is an endorsement or compromising in the sense it could arguably drive enquiries and business?
[tags] Digital, Online Advertising, PR[/tags]