TV Advertising PK Internet Advertising, In The End, Who Is Superior Or Inferior?

As early as last December, a reporter summed up the most important question about online advertising: advertising is finally spent on buying people's time. Is this a "fallacy"? < /p > p

"P," the reporter wrote, "if people's attention time is supply, advertising budget is demand... Just because people spend more time in the Internet media, does not mean advertisers have the same desire to increase advertising."

Indeed, as the price of online advertising continues to decline, the total amount of online advertising appears to be getting smaller and smaller, rather than getting bigger (because the price of advertising purchases is decreasing).

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< p > Mary Mick Meeker estimates that 67% of the total advertising is on TV or print media, Mary.

Todd Jung Juenger of Research Institute Bernstein believes that the total advertising volume of television media is actually increasing in the period from 2009 to 2012, although the attention of American audiences has shifted from TV to other screens during this period.

I think this is reasonable. As early as in 2009, it was pointed out that there is a significant difference between brand advertising and a href= "http://www.91se91.com/news/index_c.asp" > direct marketing < /a > (direct marketing). TV media tend to brand promotion, while online advertising is close to the field of direct marketing.

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< p > when Mary Mikel is talking about advertising, it mainly refers to the part "a href=" http://www.91se91.com/news/index_f.asp "brand" /a "promotion.

Brands are very valuable. Billions of dollars are invested each year to maintain the value of the brand. Most of them are spent on TV and print media.

If you are a national brand, the only way to cover the whole country is to buy advertisements on TV media.

The cost of doing this is very expensive, but it is essential and effective.

It also explains why a lot of money is spent on TV every year.

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P > ZHU Engel believes that the audience in the last 20 years is decreasing at a rate of 1.8% per year - and at the same time, the total audience of other TV channels has been "reduced to a smaller subdivision", making the Internet the only choice for a large advertiser.

As a result, the price of the single audience coverage cost of network-TV is increasing at a rate of 4.9% per year, while the total revenue is increasing at 3% per year, but the total market space is shrinking.

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"P" TV still occupies the largest share, the elephant in this ecosystem: Americans have obviously made their own choice, they will choose the former between cable TV and Internet broadband.

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< p > and the publisher of < a href= "http://fz.sjfzxm.com/" > Internet < /a > is much worse than this picture.

Think about it: the total number of websites is higher than the number of TV channels by several orders of magnitude, which means that even if Internet TV is more popular than small cable channels, the latter is better than any other website, as long as this website is not Facebook, Google or YAHOO.

Not only that, if you run a news website, you have to face the fact that only 2.7% of people spend all their time on the Internet are on news websites.

Do you think you are competing with other news websites for advertisers? Wrong, in fact, you have to compete with 97.3% other websites, and they are competing with the TV media.

This is a contest of little hope of winning, especially when non news websites provide users with purchase information (such as search sites) or meet the exact needs of large groups of people (such as Facebook).

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< p > Internet advertising can not be a substitute for TV or media advertising, no matter how people talk about the number of a href= "http://pop.sjfzxm.com/popimg/fz/index.aspx", advertising sales < /a >, this is true.

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< p > many people in the online advertising industry do not know what brand promotion is, nor do they know why brand promotion exists. Why are companies so foolish to invest so much money in brand promotion?

These people only know the amount of observation and live in a world where all valuable things are quantified. Things that can not be quantified are considered to be of no value.

In other words, they are doing direct marketing.

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< p > this is why the budget of TV advertising will not be plated into the online advertising budget: online advertising can not achieve the effect of TV advertising.

The latter's production process is huge, the execution effect is better, and the cost is higher. When it is put to the audience, it has no interference, and is displayed on a beautiful big screen: it is full of the whole screen for 30 seconds.

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< p > online advertising is no good at all: it is easy for readers to ignore and have nothing to interest in, and to get readers' interest in a disturbing way - to prevent you from reading or watching what you are looking for.

Although the content of the so-called native ads is readable, appreciated or clicked, the production of this kind of advertisement is not so easy: it needs to invest a lot of work for advertisers, and can not guarantee the effect of return.

Selling native ads means more work for publishers.

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< p > there is another big problem in selling online advertisements, especially for native advertisements: the cost is too high.

The production of online news is cheap, but the online advertising sales team means a lot of investment.

The amount of online advertising spending has flowed into many websites. A large part of the money is just walking around among the people selling the ads, and the rest has entered different advertising networks or middleman pockets, which is a complex space: < /p >

< p > this situation does not exist in TV media at all. Television is a simpler and easier content navigation medium.

Of course, you can also make brand promotion on the Internet, or buy online advertising.

But don't forget that the key to the Internet is to disintermediates: the Internet is good at establishing direct links.

This is also the reason for the rise of content marketing: when you can be a publisher yourself, why do you want to buy advertisements from publishers? < /p >

< p > don't forget Google and Facebook, which are very good at putting websites suitable for advertisers for advertisers.

What Facebook has to do is to input several numbers, and there will be billions of dollars of advertising exposure generated by any advertiser in any geographical location.

Google is also achieved through search (especially mobile search).

This is a buyer's market, and sellers have no room for bargaining.

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