Internet, another Branding media
Branding advertising, a new source of growth for the internet
A mass media....used massively!
73% of UK households have access to the internet (source ONS, Nov. 2010) and adults spend 14.2 hours per month on the web (source ofcom, Oct.2010
This makes internet an essential media. The amount of time spent online makes it an attractive proposition for branding advertisers.
A media mostly used for Direct Marketing
The online advertising market has managed to rapidly answer the needs of Direct Marketing. In 2009, 33% of Direct marketing budgets were spent online in the USA.
In contrast, this media is lacking behind in capturing branding marketing budgets. Only 6% of branding media are spent online.
However branding attracts bigger budgets that should enable a better monetisation of web content.
Branding campaigns suffered from inadequate indicatorsfor too long
For all other media, there is a comprehensive set of metrics.
However, only page impressions and clicks are taken into account to measure the impact of a campaign. These metrics are far from being suitable if compared with other branding ones. Actually, the lack of adequate and and multimedia measurement has undermined the development of online branding campaigns.
The time spent on this media must be emphasized with meaningful metrics.
A gap between the time spent online and ad revenues generated
Internet represents 28% of media usage time but does generate only 13% of total advertising revenues
Therefore, by adapting to other media models and by tackling the problems set of branding advertisers, it should be possible to double advertising revenues.
Furthermore, internet is still a media relatively of good value compared with the brand visibility it can provide advertisers with. Advertisers should embrace this opportunity.
The advertising market will move towards a more branding orientated offering
The market will progress slowly and in time give more importance to brand advertisers. eMarketer estimates that the branding market will double in the USA over the next 5 years
It is important for publishers and Media agencies to anticipate this evolution.
