Traditional media has been used a long time by advertisers. Billions of dollars has been spent for newspapers, magazines, television and radio for an advertorial or just a single spot on television to attract customers. Since a couple of years internet advertisements have risen up to the sky. Advertisers saw there was a big future in it and spent a lot of money for the possibilities of the World Wide Web. Many options they used for television and magazines are replaced or the advertisers use a combination of those two. Since the upcoming of internet many companies built their own page for advertising. Up to now the new media, online ads are increasing very fast. However the big question is whether the online ads will surpass and overtake the traditional media or not.
Users of the internet have increased to a high level since the introduction in 1991. In fact the internet was born in 1969 and it was basically used for the military. The first internet provider in the Netherlands
was launched in 1995 by the telecom network KPN. Nowadays there a more than 1 billion internet users and it is still growing. According to a research company, called Morgan Stanley Research, there will be more than 2 billions users in 2015 and 3 billion in 2040. Because of the fast innovations and internet access in the whole world, many countries and people who couldn’t afford internet a few years ago, are now able to explore on the World Wide Web. Even though Asia is one of the biggest continent, the most new internet users will arise their. The growing industries and economics stimulate the use of high-tech computers with access on the web and it will also create opportunities for advertisers to make online ads for their future customers.
Since consumers their and expectations are more important than the product itself, the company and its producers seek different possibilities to publish their product in different ways. Starting with the traditional media, the new media is climbing to an unknown rate. Especially radio has been surpassed by the internet. According to marketer senior analyst Ben Macklin: ”The radio ad is expected to climb up with 1,5% in 2007 to 20,4 billion dollar. Internet will eventually rise to 21.7 billion dollar”. As a result it will be up 22% according to last year.
The faster the computers get, the more possibilities the advertisers have to make unique ads. Nowadays there a lot of video ads online to be viewed. In contrast to a couple of years ago there were only simple banners or pages. Besides the new media, publishers still use the traditional media like newspapers. Mostly the newspapers are a lead to visit the internet ads. When the readers take action, the internet will provide more information about the product. If these two of combination succeeds the advertisement technique is well structured. Not only the newspaper, but also the other traditional media is still an important source to combine online ads. Ben Macklin said in his report: “There are many synergies between radio and the Internet and, for the most part, they complement rather than compete with each other”.
Many results from analysts show that the internet has a great future in online ads. In most cases the traditional media helps the new media to create ads. To find an answer on the question if online ads eventually will take over the radio, magazine and television is not easy. But there can be concluded online ads will never be on their own. The advertiser will always choose the option to create an ad in combination with the traditional ones.
(610 words)
Sources:
Louis Hau, http://www.forbes.com/2007/08/29/advertising-radio-internet-cx_lh_0829radio.html
Aline van Duyn, http://www.ft.com/cms/s/0/6098d396-4448-11dc-90ca-0000779fd2ac.html
Aisha Phoenix, http://www.bloomberg.com/apps/news?pid=20601087&sid=aoZdZPRqf61U
1 Comment
October 2, 2007 at 5:30 pm
Weblog Article Peer Review Form B – Second Review
Writer’s Name __Jason Wong_____________________________________
Assessor’s name __Serena Tieland____________________________________
Date __02/10/07_____________________________
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