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NONE: ONLINE-ADS>> adspend surveys
ONLINE-ADS>> adspend surveys
Ray Taylor (taylor_at_bizbiz.com)
Fri, 28 Mar 1997 09:06:18 +0000
> I'd love to see some numbers on total *net-related* advertising,
> factoring in everything from the Alta-Vista blimp to stuff like the
> flyposting that American Cybercast undertook in SOMA and Silicon
> Alley, before going Chapter 11 on us. Hell, that way the numbers
> might even start to look impressive.
One of the trends that is perhaps more evident in the UK, than the US,
is the trend towards multi-media campaigns that make use of Internet as
part of the response mechanism. Needless to say the spend on the Web
element is small (sometimes non-existent) in comparison to the rest of
the campaign. Furthermore, TV and print are used more and more to
promote Web sites, meaning that Internet media are channelling ad spend
OUT to other media.
Here in the UK, again, most ad agencies are not in the least bit
interested in what goes on with Web, arguing that the market is
insignificant (in relative revenue terms they may be right). But if you
were to count all of the TV, print, cinema, and outdoor spend in
campaigns aimed at using or promoting Web sites and products, and those
that use Web as part of the package, then the market would be vast. If
somebody were to produce market data to illustrate this point then
perhaps, at last, the UK would start to take Internet seriously.
Unfortunately, these issues are far too complicated for the big market
research companies to tackle. The only way that work like this can be
done is for organisations that understand the medium to do it. I am just
completing analysis of the first set of data on the UK market and would
welcome the opportunity to work with any individuals / organisations
interested in carrying out similar work in other national markets. The
point being that research of this kind has to be done locally.
As to researching all 'net-related' business, that would be a huge
project, even in a single national market. Anyone wising to commission
such a work, please contact me. Anyone interested in UK market data,
please let me know and I will send you some of the results of our
research.
Ray Taylor
New Media Communications
London
http://www.bizbiz.com/iar/
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