The debate entitled “Internet versus television” appeared just groundbreaking news. In 2016, the tide of war was first tipped to the Internet page, because for the first time in the history advertisers will spend more money on online advertising than on television. Paradoxically, in this situation it is not television has the greatest cause for concern.
According to data compiled by IAB Europe, next year in Europe online advertising market once First overtake the television market. This groundbreaking and very important for the market change. So far, the budgets for TV advertising has always been bigger than the Internet.
For several years, the European online advertising market increasingly closer to the television. In 2014, advertisers spent 33.5 billion on television advertising, 30.7 billion online advertising, and 26.8 billion for the press. Next comes the abyss. At the department OOH (out-of-home advertising banner which, among others, in cities) spent only 7.8 billion euros, on the radio a little over 5 billion, and at the cinema just 700 million.
From 2014 years a lot has changed, however. For example, in the first half of 2015. Spending on online advertising in Poland increased by 16 percent. IAB Europe predicts that across Europe in 2016 the Internet for the first time overtake television.
Internet do not really nips TV, just press
Although annual advertising budgets continue to increase, it curiously looks the percentage distribution of the pie for individual media. The report IAB Europe will find a great chart that shows how advertisers approach has changed in the years 1999-2015.
As you can see, the percentage of television advertising market all this time is actually constant, which is a huge phenomenon. The situation is similar outdoor advertising and cinema. This is quite different in the case of the press, where the graph mercilessly exposes the decline in the condition of the medium. Starting from 2003 can be seen constant percentage decline in the share of press advertisements in financial structure.
In 2003, the Internet advertising budgets were quite marginal and amounted to less than one percent. Enough for 10 years to matching the press. From now spending on advertising in the press are lower than on the Internet.
This is very bad news for the press
Print struggling with major problems. A large part of the magazines that still 5-7 years ago were the giants of today simply does not exist. On the other hand, the existing newsrooms are looking for savings in paper quality and the same people. With the current trends in this market only the biggest survive. Without money from advertising magazines you have to raise prices, and this is a big test for fidelity readers. Especially that online information is provided free of charge, and for that quickly.
And what is means for the entire media market? Advertisers see the changes certainly can not ignore the Internet. Building a brand online is increasingly important. Surely we can expect even more advertising on the Internet, and already especially in its mobile leg. It is a huge field operation, which each year brings more and more profit.
Although the Internet is increasingly nips TV, I am convinced that the latter will be with us for a long time. Unfortunately, in the case of print media situation looks a lot less optimistic.
* Graphics: Shutterstock
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