The income generated from online advertising is set to eclipse its TV cousin. The current study that online promotion has overtaken that of traditional medium including the TV indicates a free advert for Search Engine Optimization Company. The figures reveal a growing inclination toward online advertising with ?1.752 billion spent online verses only ?1.639 billion on television. One explanation for this could be the broad spectrum of mediums included in the online figures, these included email campaigns, classified adverts, online ads and search marketing methods. These figures come as a surprise to conventional media such as newspapers, radio and television, who have been beleaguered by poor profits and dwindling audiences ever since the onset of the digital revolution and more recently, the credit crunch.

Naturaly the largest spenders on online ads were the technology organisations who dominate the online world with a 19% market share, ensuring that they achieve the best Search Engine Placement positioning. These were followed by the telecom, finance, and entertainment industries. Key to success were the ever present banner ads which were touted as meeting and even surpassing analogous advertising campaigns on the TV.

Advertisers are particularly keen to praise the benefits of Online Marketing mainly due to the various stats which can be recorded and analysed as part of the campaign. These extensive studies can embrace vast panoply of custom metrics some of which can be used to calculate the degree of impact an ad has on its intended audience directly. This is in bold contrast to other forms of traditional advertising where the ads impact must be judged quite subjectively.

Another cause for the phenomenal success of online advertising is the absolute scope for interactivity and amusement. Games and entertainment can be flawlessly meshed with carefully crafted marketing campaigns. Especially good ones can become fully fledge cultural memes, broadcasting out to millions as people use email and social networking sites to spread the word. Furthermore the competitive online market place can attract a higher number of people during times of economic adversity as people rush online to search out bargains. All of these reasons, sited above, have been due in a large part to the availability of cheap and affordable broadband packages which have begun to saturate the market. These provide the necessary speed and bandwidth to watch videos in real time and persuade people to spend more time online.

However a note of caution has been sounded by dissenting voices in usual TV and print media stating the study is flawed principally due to unfair comparisons. As discussed previously the online boom embraces a whole array of different methods to market to the public whereas TV, radio and print are tied to a single outlet. Further more the study neglected to explore the synergistic and symbiotic implications of combining ads across a mixture of these platforms.

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