The internet is major source of information these days. A large part of today’s global population is hooked on the internet and get their daily dose of important news, gossip, shows, downloads and other updates online. The internet is accessible from a wide variety of devices including mobile phones and tablets; and it is this convenience that makes people opt to rely on the internet rather than any older forms of media.
The change in the public’s behaviour has shifted the trend towards television advertising on the internet. Businesses are now more open to the idea of using the worldwide web to broadcast tv commercials and widely advertise on the internet.
Advertising media planning entails careful consideration of available forms of media (e.g. radio, television, newspapers and magazines, internet) vis a vis available resources for media spending. So what makes online media advertising a very sensible choice for tv advertising agencies? Here are a few reasons:
• Advertising on the internet provides a greater range – The internet spans the globe and provides a constant flow of audiences around the clock. People are constantly looking at videos, checking into social networking sites, searching for goods and services and much more. The target market is available in different parts of the world and they are all targeted at once through the internet, rather than finding specific stations and publications to cater to a particular area.
• Internet commercials are more concise and seemingly unavoidable – TV commercials are known to be lengthy and sometimes disruptive, making it easy for viewers to quickly switch channels during commercial breaks. Television ads on the internet on the other hand, are unavoidable because they are either banners or commercials before a show on the internet begins.
• Internet advertising is targeted – A company with a specific market in mind may put up online commercials to reach a specific audience. TV commercials geared towards certain topics of interest can be placed in websites of similar categories to ensure that they reach people that will be interested in the item or service being sold.
• Advertising on the internet can be cheaper – Internet advertising has lower entry level fees. Much of the internet advertising companies offer rates depending on the size, length and positioning of the ad. And because of the targeted nature of online advertising, it is easier to check the effectiveness of the tv advertisements on the internet.
When the television was invented centuries ago, people didn’t think it would be this contagious. Now the internet is following suit. Advertising has to move with the rapid changes in technology to ensure that the market stays abreast with the newest offers and trends. Using the internet for television ads will make sure more people get the message and the revenues will keep coming in.
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