There’s something to be said about the myths which surround SEO as an industry. In a way it adds a layer of ‘magic’ to the processes which can drive your website to the top of search. On the other hand, it allows the cheaters and snake oil salesmen to get in the door to respectable, naive business owners who only have half an idea.
Let’s face it, the world is going digital and online, the cloud is the next major leap forward as one of it’s goal is to eliminate the need for mass amounts of software on individual machines. Every major player in industry has recognized this fact, newspapers especially which have been hit substantially in the shift to online content generation and consumption. Radio and television have both added online content distribution to their industries, even going so far to use specialty content only available on their site to drive visitors. But they all know, the multi-million dollar advertising industries are slowly shifting their budgets to include online optimization in bigger and bigger steps.
Now if all of the big boys get it, that the world and it’s people are shifting online, what’s with all of the hesitation? Because unfortunately in the end business is ignorant and resistant to change. There’s short cut takers and cheaters in every industry, not just in the SEO/SEM world, and just like every other industry, when they’re caught, they’re thrust out into the light and are left to burn. The growing pains that the SEO industry is experiencing in Canada, Manitoba and Winnipeg in particular, is one of naivete. Winnipeg is a small city on the global marketplace, but with it’s geo-location it should be a significatly larger player that it is. All we need now is for the old, naive, ignorant and resistant guard to change, and let the youth take over. I’ve heard it said a number of times that once you’ve lived in Winnipeg it’s hard to really want to plant roots anywhere else. My reason why (unfortunately) is because Winnipeg just doesn’t change; at least not fast enough to be a global player.
This was the story from Astral Media, Astral has said previously that it would consider acquiring Canwest speciality TV assets if the price were right.
A similar trend of rising television and falling radio revenue was reported Wednesday by Toronto-based Corus Entertainment Inc which is partners with Astral in a number of channels.
Astral also has an outdoor advertising business, which is down four per cent.
The online media departments for most companies has been the only bright light with most reporting an increase in traffic and profits.
I feel this trend and gap will only get wider until these dinosaurs eventually release the Internet is the way to go.
Then the real fun will start, the days of build a website and people will come have long gone, Canada has no real digital plan going forward and will be playing catch up to it’s southern neighbors for some time to come.
Then they will have to start from scratch like building a bricks and mortar business, get some expertize on search engine optimization and Internet marketing so people actually get to see the websites.
A Winnipeg radio station we spoke to recently gave me this answer to an seo and online marketing program, they felt the Internet was really a waste of time going forward and that they could brand themselves and garner new advertising revenues and listeners from the radio shows by giving out the radio’s website and they wonder why they are failing so badly.
2008 Canadian Online Advertising Revenue Grows To $1.6 Billion And Surpasses Radio
The Interactive Advertising Bureau of Canada (IAB) today announced that Canadian Online Advertising Revenues exceeded budgeted expectations of $1.5 billion, and grew by 29% in 2008 to just over $1.6 billion.
Publisher revenue from Online advertising in Canada has more than quadrupled over the past five years — building from $364 million in 2004 to the $1.6 billion mark in 2008 — surpassing 2008 Radio revenues of $1.55 billion in the process.
Online Advertising now occupies third spot in terms of both time spent by consumers with media, as well as marketing spend by Advertisers, representing a full 11% of the combined $14 billion spent on all major media in Canada (TV, Newspapers, Internet, Radio, Magazines and Out Of Home).
Of the $1.6 billion, approximately $317 million or 20% of Online ad revenue was received by French Canadian Online publishing properties, representing year-over-year growth of 22%.
Search advertising (at 38% of total revenues), continues to lead in terms of share of dollars, followed by Display at 31%, and Classifieds at 30%. Online Video advertising grew by 33% from its relatively small base of $9 million in 2007 to $12 million in 2008, while Email advertising stayed stable at approximately $18 million.
2008 Canadian Online Ad Revenue by Advertiser Category was also tabulated, and was as follows:
Automotive – 13%;
Financial – 11%;
Technology – 10%;
Telecommunications – 9%;
Packaged Goods – 8%;
Media + Entertainment (Music, Film, TV) – 6%;
Leisure (Travel, Hotel, Hospitality) – 6%;
Retail – 5%; and,
Other – 32%.
Publishers within IAB Canada’s Annual Revenue Survey have projected that their revenues will continue to grow at an enviable pace, with Online Advertising Revenue in Canada estimated to be $1.75 billion in 2009, or 9.2% more than the 2008 actuals. This forecast includes a 7.8% increase to $342 million for French Publishers’ Online advertising revenue.
“Even in the face of uncertain economic conditions and continued pressure on total advertising budgets, clearly, Online advertising has cemented itself as a mainstay in the overall media buy,” says Paula Gignac, President, IAB Canada. “And although 2009 has presented substantial challenges to the entire Canadian marketing community, we’re confident that Online advertising will continue to grow at the projected pace, for the simple reason that as the Internet continues to engage and delight consumers, it matches these accomplishments with a persistent ability to deliver measureable Advertiser results.”
A study by Harris Interactive states that one-third of Americans find TV advertising to be more helpful in making purchase decisions than any other medium. According to the study, 37% favor TV ads, 17% favor newspaper ads, and 14% favor Internet search engine ads, while just 3% favor radio ads in making purchase decisions. Here is where radio gets competitive. In a response to the question, which type of ad do you tend to ignore the most, 46% said Internet banner ads are ignored while just 9% ignore radio ads.
Radio finally beats the Internet at something, even though most of radio’s ad dollars have found their way online and the stock prices of the radio companies have been decimated as a result. Not sure what this means for the radio companies and I doubt that ad dollars will make their way back to radio.
The study also stated that 17% of Americans ignore Internet search ads, which strikes me as odd given that in most instances, with contextual ads being the exception, both paid and non-paid search ads are only displayed as a result of a query by someone. So it puzzles me why someone would intentionally ask for an ad to be displayed then ignore it. They would look at the ad, see whether it is relevant, and if it is they would click on it, and if not, they would ask for another ad to be displayed through a second search. Nowhere in this process is the ad being ignored by the consumer. I doubt the owners of the survey would be savvy enough to differentiate between traditional online search ads and contextual online search ads, hence, their results are somewhat questionable.
Nonetheless, kudos to the declining radio industry for this win. I continue to be a big fan of radio and listen to it in both my car and at home and often find the ads helpful. The industry has staying power and will be with us for decades and probably for the next century. The same can’t be said for the stocks of these companies as most will surely be taken private, voluntarily or involuntarily
In a pure business sense think about the old American railroads. They were huge in their day, but, with the advent of cars and highways, they have lost their broad-base relevance. We’re in the same place with newspapers and magazines right now. In one sense the Net is the automobile that is taking over from the railroads.
People are switching over to online for their entertainment and news”. People aren’t just switching, they’re consuming more – both online and traditional print, TV, radio. The traditional media sources are ‘floundering’ somewhat, however there are always signs of bouncing back.
Our ability as humans to move reasonably freely about the Earth opens up a world away from a computer. We can play sports, go to the beach, shop, drive cars and even fly to far off destinations. At each point of the journey the marketer would like to reach us, and whether travelling, shopping, driving or just living, there is an opportunity for them to engage with us in a meaningful way via many varying communication platforms
All aspects of advertising including television, radio, magazines, print websites, blogs, email, direct mail, telemarketing, in-store advertising and promotions, event sponsorship, conferencing, concerts, product samples and even whisper marketing have their time and place