Across the Pond, Online Advertising Eclipses TV

Who’s laughing now, television?

Online advertising, long considered the lesser sibling to television advertising, has come of age.

According to a September report from the Internet Advertising Bureau and PricewaterhouseCoopers, online advertising expenditures in the UK overtook television expenditures in 2008.

Last year advertisers spent $2.792 billion on online media and $2.615 billion on television.

The report defined online advertising as email campaigns, classified listings, display ads and search marketing. (Commonly referred to as PPC, or pay-per-click, search marketing involves placing keyword-based ads on search engines like Google and Bing. Incidentally, Kutenda helps small businesses with their email and search marketing—get more information here.)

The news from the UK comes on the heels of a similar milestone on this side of the Atlantic. In August, the Kelsey Group announced that spending on online media eclipsed spending on traditional media among small and midsize businesses in 2008.

What’s driving businesses toward online advertising?

For one thing, companies of all size are a lot more frugal these days, and as their marketing budgets shrink, the appeal of online marketing and advertising—with its trackability and precision—increases.

The other reason? Businesses realize that their customers are spending more time online than ever, and they have little choice but to follow suit.

According to the Pew Internet and American Life Project, broadband connectivity has increased across every demographic group—jumping 300 percent among the so-called Silent Generation, those born between 1937–1945.

In other words, it’s not just the kids who are online—it’s every demographic, young and old.

So what do you think—are you ready to tap the power of online advertising for your small business? Learn how Kutenda can help your business meet local prospects on the Internet through search and email marketing.