The Fifth Dimension: Online Advertising Increasing Rapidly
The four biggest advertising media channels—print, television, radio and outdoor—now compete with a ubiquitous and rapidly changing fifth, the digital channel, because your buyers and influencers are spending more and more time online, according to Shaun Quigley, Account Director, and Joe Walsh, Principal, of greenfield/belser ltd., a professional services marketing company based in Washington, D.C.
As a service marketer building brand, service offering or recruitment campaigns, you not only have to understand the digital channel, you need to learn how to use it well.
“Internet advertising revenues exceed $5.2 billion for the third quarter of 2007, representing another historic high for a quarter and a $1.1 billion increase, or 25.3% higher, than Q3 of 2006,” according to The Interactive Advertising Bureau and PriceWaterhouseCoopers LLP.
Smart advertisers are putting more dollars online because that medium delivers “viewers” with increasing levels of frequency, reach and measurable results—which is the point. The oft-quoted and acclaimed bank robber, Willy Sutton, said, when asked why he robbed banks, “Because that's where the money is.” And so it goes with Internet advertising.
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