by Barbara Sowa 06/25/2015, 7:26; Updated: 6/25/2015, 8:50
Internet ruled the world, in Poland – TV Source: ShutterStock
The world leader in the advertising takes over the internet. In Poland, the opposite is true – the network is still in the shadow of television
According to the latest report, ZenithOptimedia Group shows that in 2017 r. the difference between the Internet and television interests in global ad expenditure will decrease from 11 pct. this year to just 4 p.p. The Internet will become the largest medium on the 12 key markets (including China, Germany, Canada), which bring together 28 percent. global spending on advertising. And before the end of the decade a network of state on the podium as the world’s largest advertising medium.
I leave behind unbeaten so far watched on TV screens, traditional receivers. Online advertising today dominates in seven countries: Austria, Denmark, the Netherlands, Canada, Norway, Sweden and the UK. This year the group will join China, Germany, Ireland and New Zealand. But not Poland.
– Position television with us is a strong inter alia, because the cost of getting into this medium are among the lowest in Europe – explains Marta Zielonka of ZenithOptimedia Group.
Although the production and broadcasting spot on television is expensive, but the message goes to mass audiences and after conversion costs to the individual viewer are de facto minor. Unlike online video campaign, which is one of the main drivers of growth of expenditure on the internet. There are high costs to reach. – The situation does not improve that produce or acquire video content for web publishers is relatively expensive, which makes it impossible in the short term decrease in ad prices. A long is a barrier to the growth potential of advertising – Zielonka added.
There are still 47% of the content
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