The Internet will overtake television as the biggest advertising medium in Britain this year, with over 19 percent of total ad spend, according to a forecast by Enders Analysis.
The main engine for growth continues to be paid search on sites such as Google but Enders said it had also seen early signs that the popularity of online video is now making a small contribution to a shift in advertising from television to the Internet.
Analysts previously said advertising budgets had moved to the Internet at the expense of newspapers in Britain — the most developed online advertising market in the world.
“Rising internet consumption and surging consumer e-commerce continue to drive strong growth in online advertising, particularly paid search, in spite of the deteriorating economic outlook,” the report said.
“Our forecast for 2008 is that online advertising expenditure will grow 26.4 percent in nominal terms to 3.56 billion pounds ($7 billion), overtaking TV ad spend, which we expect to fall 2.5 percent to 3.39 billion pounds.”
The report said Google would remain the biggest beneficiary of the growth in search advertising and predicted it would take 80 percent of UK spend on search advertising, up from 78 percent in 2007.
It predicted growth in online classified advertising, which increased 54 percent in 2007, would slow in 2008 due to declines in recruitment and property listings.
One source of growth is online video, however this could still be hard to develop as many of the most popular videos are short and user-generated clips put on sites like YouTube.
The report said broadcasters and online portals were achieving high CPMs — the all important cost per 1,000 views of an advert and a common industry metric — for in-stream video ads, reportedly averaging around 20 pounds, compared to 6 pounds for television spots.
However it warned that the high prices were a result of limited supply and said they would fall as volumes increased.
“In total, we estimate online video advertising will amount to about 35 million pounds or 1 percent of TV ad spend in 2008, with many advertisers using existing TV spots, the report said.
“Not all this money will come from TV budgets, but there are early signs of a direct shift in spend from TV to the Internet over and above the broader shift to online.”
Enders Analysis provides independent research on Telecommunications, Media and Technology.
SEO is everywhere, and there’s millions of pages out there telling you how to meta tag this and hyperlink that, and you’ve slowly found yourself drowning a sea of technical jargon. What about SEO made easy? Take a moment, and think about how magazines are put together.
The Table Of Contents tells you story titles, often times gives a brief description, and provides the page number telling you where you can find any particular story. In relation to SEO, the table of contents could be considered the sitemap.
Now flipping over to a story page, the titles will be printed in big, bold font. Occasionally, there will be a brief synopsis about the story, in an italicized font that is a bit bigger than the rest of the story. This in relation to Search Engine Optimization could be considered the title tags.
Pictures throughout the story are found with captions that tend to further develop the story, by describing the picture. When it comes to optimization, this could be considered providing a tag for all of your pictures.
In a longer story there will typically be subheadings, in either a larger, or italicized font. The primary body of the story will be a in regular plain text, with the occasional bolded or italicized word or phrase. Keywords!!
A person who is flipping through the pages can by analyzing the title and other large text on the page, can quickly assess the content and make the decision as to whether they want to read the full story. People are GoogleBots?
When all of the fancy words, and technical jargon are stripped away, the above pattern is a portion of what tickles Googles fancy. Sadly, the rest is that stuff I told you to forget in the first place.
You might have heard of SEO on the net, or in an email or from a business partner. Often, you hear that SEO and SEM are about getting your site in the top 10 in major search engines for a set of keywords.
SEO is partly about that, but getting your site at the top of the SERPs is the means to a goal and not an objective in itself. SEO is about getting qualified traffic to your website and converting as much of it as possible into sales.
Some SEOs only offer top rankings, this is their sales pitch. They qualify achieving that as wild success. However, your site can rank #1 for targeted keywords and fail to make a single sale. This can be a a result of poor communication with your audience or technical and usability website errors. Therefore, an accurate measurement of whether the SEO campaign was a success or a failure is necessary.
It’s best to stick to a SEO that has a good understanding of what success means and can actually measure it for you. However, it’s useful to know some things yourself to give you a chance to determine whether your investment was profitable or not.
Correlating Rankings with Traffic
The first thing to do is to correlate rankings with traffic. Monitor the positions your site holds in search engines for keywords and the corresponding traffic. Compare traffic on a week to week basis. On some keywords your web site might drop and lose traffic but it may gain positions for other keywords and compensate as a result. It’s normal in a search engine optimization campaign to have fluctuations.
Your site can target and rank on a variety of keywords in various search engines. Your traffic will be made up of several streams from various sources. Some of the keywords will be “money keywords”, meaning keywords that people use when they’re ready to make a purchase or make an inquiry.
Another type of keywords are “information keywords”. Each of these are used by people just looking for information on a certain product or service but are not ready or informed enough to make a purchase or an inquiry. More often than not this traffic helps promote your site through viral marketing (mouth to mouth marketing) but will not bring any immediate revenue.
Another type of keywords are “incidental keywords”. These are keywords that are hardly relevant to your content, off topic or mentioned as a comparison term etc. Some of these keywords bring useless traffic. Most users will probably leave as soon as they get to your site because they realize that what they are looking for is not there. Some of these keywords, however, are an excellent chance to widen the set of keywords to target. These keywords will be used by the SEO to attract more targeted traffic.
The next step in your success assessment is to analyze traffic. This should be broken down into sources of traffic: by search engines, by keywords and by third party sites. Success at this stage means an increase in quality traffic. Targeted traffic are visitors who arrive at your website and find what they are looking for, be it information on products or making a purchase or inquiry.
You should not guide yourself purely by numbers as that might include traffic from irrelevant keywords or sources. For example clicks from ad networks may bring in a lot of traffic but if your site doesn’t provide what they are looking for, then the traffic is useless.
Traffic That Converts
In this phase you’re only interested in the traffic that converts, e.g. turns into customers or potential customers. Your SEO should be able to give you a monitoring program that allows to see how many visitors have made a purchase or an inquiry or and which keywords they’ve used to get to your site.
You’re not interested in analyzing every visitor that made a purchase but you, as well as your SEO, should know what your most profitable keywords are. The most profitable keywords bring in the best ROI and this is, after all, the best measuring tool of any SEO campaign. Judging by how ROI rises or drops you can tell if the SEO are doing their job properly or not.
To summarize, targeted traffic and ROI are the two things to analyze in your success measurement process. If targeted traffic rises, then you’ve got a successful site. Targeted traffic is made up of users that recommend your site to their friends and of users that actually make a sale. Increasing ROI means turning more visitors into customers. If your ROI drops or is not very good, then it means that your site isn’t performing as well as it could and your SEO has failed in their task to bring you extra leads and revenue
Bloggers have become a “very important” target for press releases, according to the Society for New Communications Research (SNCR) study.
More than two thirds (67.7 per cent) of firms rated reaching bloggers as “important to very important” less than six per cent below the number that held traditional media in the same regard.
The research also indicates that small to medium-sized enterprises are increasingly attempting to engage bloggers with press releases and become part of the online marketing conversation.
Just under one quarter of those issuing online press releases were small businesses.
SNCR research fellow, Dr Michaela Vorvoreanu, the results suggest the standard press release has become an important “news release” targeting the public “directly”.
She explained: “News releases are not just for the Fortune 500, but have become a valuable tool for smaller businesses to increase their sales and create publicity.”
However, affordability remains an issue for many firms taking this approach. Perhaps search engine optimization (SEO) would be a better option?
Winnipeg business owners of companies both large and small can achieve rich improvements in their operations if they start to ask themselves regularly, “I have just been handed a powerful new tool. It essentially lets me communicate with anyone on the planet. How can I best use it to my advantage?”
Business owners must first ask themselves a question: As a business owner, what am I trying to achieve?
Benefits of Internet to Your Business:
1) Availability Completely under Customer Control. With the Internet, visitors?potential customers ?come to Web sites at their convenience, making them far more receptive to what companies have to say because the customers aren’t being intruded upon (as happens with telemarketing).
2) One-to-Many Communications Performed Seamlessly. The Internet offers one-to-many communications systems without losing the privacy or interaction possible by phone. A single posting at a Web site reaches as many people as visit the site that day
3) Reduced Effort, Time, and Cost. The Web makes things easy and affordable.
Not all businesses are currently bringing in added profit via the Web yet; nonetheless, every business needs to be working on it in order to be competitive today.
The Web makes it possible for companies both large and small to develop new communications processes that save time and money while enabling faster responses to customer needs.
Many industries rely on widely distributed field sales forces that may consist of independent agents or company employees. In today’s fast-moving business environment, providing these front line soldiers with the most up-to-the-minute information and the best possible tools and support is critical to success, and by using the Web, companies can do so at far lower cost.
The Internet has now led to a new definition of what customers have come to expect: In the emerging era, businesses are almost required to provide twenty-four-hour Internet communications, so that the consumer can shop from home whenever he or she wants to. Sites that prosper will be more than order-taking vehicles; they will provide a creative, educational experience that builds knowledge about their products and services and engenders sales as well as ongoing customer loyalty.
Whether your business specializes in luxury cars or real estate services , the Web offers you the opportunity to find people who are looking for what your company sells.
Need advice on Internet Marketing or Website Optimization?
Contact Fresh Traffic Winnipeg Today for a free evaluation. Contact
Extracts from Shaun Stevens
Came across this blerb in Winnipeg
New media is proving to be a slippery fish, and the fat cats heading our media empires are approaching the Internet the way a 16-year-old virgin approaches a bra that clasps in the front.
The world is changing faster every moment, and small, independent media companies that used to be able to adapt are now great lumbering leviathans that don’t even know how many arms they have. These archaic money factories are suddenly feeling like the rug is being pulled out from under them as newsprint costs rise, distribution models fail, DVRs strip away ads, and pockmarked kids use the Internet to wreak havoc with broadcasting and copyright laws.
According to TNS Media Intelligence, U.S. Internet advertising revenue passed that of radio in 2007, meaning the web has knocked off one of the big three that had been coasting along since the days of Orphan Annie decoder rings – and don’t think the suits in print and TV aren’t feeling a few beads of sweat running down their greasy backs.
And so what are our media companies doing to keep up with the times?
Simply put, many are stupidly devaluing their products in clumsy, base attempts to suck in more dollars.
For example, many print outlets are butchering their online content with pop-up ads that appear after you start reading and actually obscure the text. They trick you into looking at them, and they’ll only disappear after a certain amount of time unless you can locate the tiny ‘close’ button hidden oh-so-carefully in the ad.
And here’s where great journalists such as Edward R. Murrow roll over in their graves.
On the surface, all this may seem petty. You just wait for the ad to leave and you read the story. But if you really think about it, you’re now being forced to view advertising, and you’re seeing what I consider actual proof that media outlets no longer care about their content.
Think about it like this: if 9/11 happened today, you might go online to read breaking updates from Ground Zero.
“America is in shock after one of the worst.” the story might start – and then comes the pop-up ad some publisher believes is more important than critical news.
I think this kind of advertising is a sign of things to come. Print has already sold out with ads that purposely blur the lines between advertising and news, and TV and radio are wastelands of product placement, infomercials and sponsor tags. I’m sure we’re only a few years away from DVDs that force you to watch previews and commercials.
I don’t like being forced to do anything, and I think it’s a truly dark day when journalists roll over and allow their work to be covered up by an ad, even if those in charge parrot lines such as “ads pay the bills.”
Advertising dollars may indeed pay the bills, but media does not exist for its clients. Media exists for people, and outside of the Cannes Lions and the Super Bowl, no one goes looking for ads. Ads are secondary to actual content, and when that content is cheapened or eliminated, the product is worthless and ultimately unmarketable.
Good writing sells papers; advertising does not.
Our media empires should realize that before it’s too late.
You hear a lot about content. It’s king right?. Right?
Well, cliches become cliches because there is a touch of truth in them. But what exactly is “content” and how much of it do you need on your site? Do your web pages need to be 250 words or longer? Should they be shorter than 1,000?
To put it bluntly, no. You can include all the content you like on your pages as you begin website design. Search engines don’t actually count the words, and if your site visitors are counting then they need to find something better to do with their time. Visitors are probably more interested in the quality over the quantity.
In the end, what it really comes down to is do you reach your site visitors in a way that they like being spoken to? Is your content relevant to their interests? The idea that every web page needs to have 250 words in order to be effective is a myth. There is no limit on words per page. You just need good, relevant content as part of your Search Engine Optimization.
By the same token, long pages won’t help you either if the content is terrible. One 150 word page that kills sales records, is significantly better than fifty mediocre pages that do nothing but driving people away from my website.
In the end? Quality > Quantity. But there is no reason you can’t have your cake and eat it too.
Search optimization may be a Google asset
In theory, any company should be able to compete with Google on search. Yet Google owns some two-thirds of the queries made in the US search engine market.
Scenarios where another search site gains enough share at Google’s expense don’t present themselves readily to us. People use Google for search, and keep on using it.
Jupiter Research considered the question of why Google has no real competition in search. Sorry Yahoo, Microsoft, and everyone else, the numbers are what they are.
But the apparent barriers to entry that David Schatsky discussed shouldn’t keep any site from competing handily with Google. Why they don’t remains a mystery, with one suggestion by Schatsky’s colleague Emily Riley hinting at search optimization being part of the issue:
The kind of benefits that accrue to incumbent market makers like eBay are somewhat weaker in search. After all, a lack of advertisers shouldn’t necessarily make a search engine less appealing to users, who are more sensitive to organic results and performance. Emily points out, though, that the relevance of Google’s organic results may benefit in part by all of the SEO benefits that focus on them–a level of focus they attract because of their market leadership.
Webmasters want to be in Google because the traffic is there. Searchers wish to use Google as they know the content will be there. All in all, a nice circle of supply and demand, tailored to suit Google best, keeps it at the top of the search engine world.
Internet Marketing and SEO Guru, Jerry Booth has made a new home right here in Winnipeg.
His company Fresh Traffic has taken offices in the prestigious Can West building in the heart of Winnipeg’s business center. The Winnipeg location is the latest additional location which compliments others located in the US & UK.
In this new media age, if a company’s products or services can not be found within the first page of search engine results, they may be doomed to failure. Search engine optimization should be a major focus for any company that relies on attracting new customers.
“If your company does not have a solid search engine optimization strategy, your CEO may be looking for a new job,” warned John Spagnuolo, President of the New Media Institute. “Your organization needs to be found when potential customers are looking for information online.”
What is Search Engine Optimization?
Search engine optimization (SEO) is the art and science of optimizing a web site or specific content to be found in search engines and placed higher in natural organic search results.
Companies are also using SEO when managing the reputations of brands, products and executives. When searching for a company, product or person, most people search online. Negative messaging could be at the top of search results. A good SEO strategy can boost a company’s web site and messaging to the top of those results.
IT or Communications Function?
Many companies are trying to figure out where the SEO should sit in the organization. Typically, the SEO position will exist within IT or communications. “Wherever the position is filed within an organization, a good SEO executive should have both a strong technical background and strong marketing/communications skills to be able to develop an effective SEO strategy.