Online & Search
Online adspend grew by 19% in 2008-09 despite a gloomy financial environment. Originally viewed as a novelty media for adventurous clients, online is now a regular inclusion on media schedules and demands a higher percentage share of adspend than that devoted to radio.
In September 2009, NewsWireToday reported that it expects healthy growth over the next five years, reaching close to AU$1.2 billion in 2014.
Activity has become increasingly focused upon performance-based campaigns with CPC, CPA and content-embedded methods of advertising surplanting what is now termed “traditional” online display. Search engine marketing (SEM) is a major force with search and directories activity accounting for 49% of total online spend for F0809. (source: IAB).
The growth of social networking sites and micro-blogging phenomena such as Twitter provide new and exciting environments for marketers. The massive growth in internet-enabled mobile phones is opening a new frontier for mobile applications and advertising.
If you need help making sense of where online fits into your digital strategy, what to use and why, contact me. I have worked both agency and client-side and have planned and bought online media schedules for a range of clients.
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