Advertising Moves Dollars Away From TV Toward Digital
If you want to know which media is hot, just follow the money.
As technology changes consumer habits -- using the DVR to skip commercials and using the Internet to access more video content -- advertisers are
smelling the scent in the wind. A study by the Society of Digital Agencies (SoDA) released late last year predicts a continued upward surge in digital
media investment for 2010. According to eMarketer's summary, "81 percent of the brand executives surveyed expected an increase in digital projects
in 2010, and one-half will be moving dollars from traditional to digital budgets. Further, more than three-quarters think the current economy will push
more allocations to digital."
Todd Gregorcic, president of online video advertising provider Click My Video, Inc. (www.clickmyvideo.com), said the survey tracks with what he has
been seeing in the marketplace.
"The Internet is becoming more and more attractive to advertisers with big budgets as well as those with modest budgets because there are more
eyeballs than ever and better ways of tracking them," he said. "With TV, you have to rely on Nielsen ratings to tell you who you reached, and with the
advent of the DVR, who really knows who is watching, when they're watching and what they're watching. With digital media, you can track Web site
visits, collect marketing information and even email consumers directly with rich media like video. More than that, advertisers are able to target their
audience based on key demographics and enthusiast interests on a granular level that just isn't viable with any other medium."
Gregorcic said that many advertisers are using digital in unique ways, to fit the habits of Internet users.
"Every day, millions of people email YouTube videos and links to interesting things they see on the Internet to their friends," he added. "Consumers
are used to getting video emails, so emails from advertisers with rich media aren't as unwelcome as they used to be. In that sense, advertisers are