Online vs Traditional Media
Print and radio decrease while online rises
2007 will see increases in online advertising while offline budgets decrease.
There is a significant trend of increased marketing dollars being committed to online activity, and a decrease in spending on traditional advertising media such as print, TV and radio.
A national survey of advertisers and media companies representing $6.5 billion in advertising dollars show a 20 percent increase in online spending during 2007 and search engine spending up 40 percent, while print advertising declines by 19 percent and radio/TV ads decrease by 4 percent.
Overall, print earns 40 percent of ad dollars, but it is predicted to continue declining 4 percent annually. Online advertising is expected to eventually become the dominant advertising medium.
Advertisers rate online advertising very effective for branding. One reason is that there is much more advertising feedback is available on the performance of online ad dollars in comparison to print, radio and TV. An advertiser can use online statistics software to track advertising campaign performance, and then tweek the advertising strategy to improve results for the next ad campaign.
