The effectivity of Internet advertising
The most companies think that Internet advertising can be more expensive than advertising in others media. Well, that it’s not allways true. Let’s see.
The media like TV and magazines are full of any kind of publicity. In fact, the proportion content/advertising is almost equal in many cases. For example a TV Show of 30 minutes has 10 minutes of publicity, which means 60% of show and 40% of publicity. While a magazine has 50% of its pages dedicated to advertise (50% / 50%). For the most receptors, this can be a little unpleasant.
On the other hand, it’s known that media like TV, radio, magazines, are directed at the masses, not a very specific stratum of the population. So, the effectivity of these media is compromised because receptors might not be potential customers. Besides, when people see TV or read a magazine, the most part of the time, don’t put attention to the publicity. They tend to skip commercials.
In this point, doubt arises: Are these media really effective?
The Internet advertising can be an alternative cheaper and more effective. When a person is browsing the web, has his or her attention in that, is focused; so, when something appears on the screen his or her really see it.
In addition, the pages with publicity don´t are full of banners. Actually, the most common banner has dimensions of 468 x 60 pixels, that is 28,080 square pixels and the size of a common website is 800 x 600 pixels, 480,000 pixels square, which means that a typical web page (with two banners) contains 11.7% of advertising and 88.3% of content. This can be more pleasant than advertising in other media.
Besides, the population who browse the web, in the most of cases, have some level of education, and according to the site, the advertising can be more specific, because people only visit websites that are interested in.
In conclusion, the factors to demonstrate that Internet advertising is more effective than other media are: The index advertising/publishing, the fact that Internet surfers truly interact with the environment rather than acting as passive recipients and finally the high level of concentration and attention are required for browsing the web. These same characteristics are required to create a renowned brand, penetrate markets and making purchasing decisions.
Now, after reading this article, do you still think that the Internet advertising is not effective?