{"id":136009,"date":"2010-01-04T10:23:04","date_gmt":"2010-01-04T15:23:04","guid":{"rendered":"tag:business.theatlantic.com,2010:\/\/3.32867"},"modified":"2010-01-04T10:17:18","modified_gmt":"2010-01-04T15:17:18","slug":"study-its-more-effective-to-advertise-online-than-on-tv","status":"publish","type":"post","link":"https:\/\/mereja.media\/index\/136009","title":{"rendered":"Study: It’s More Effective to Advertise Online Than On TV"},"content":{"rendered":"

This<\/a> doesn’t make a lot of sense to me:<\/p>\n

\n

Every \u00a31 spent on print advertisements yields \u00a35 in revenue,
\ncompared with \u00a32.15 for television and \u00a33.44 for online advertising, a
\nstudy of 26 leading UK retailers found.<\/p>\n<\/blockquote>\n

In other words, the advertising hierarchy goes like this: Print >Online>TV. I hope this is true! After all, online advertising pays my rent. But I can’t imagine it is.<\/p>\n

I just conducted a quick non-scientific study of some bloggers behind
\nme. “What’s your favorite online ad?” I asked. They wrinkled their
\nforeheads, gazed off into space, and looked somewhat lost for a few
\nseconds. “Exactly,” I said. “I can name my favorite TV ads,” one said apologetically.
\n“Exactly,” I said again.<\/p>\n

The study was conducted my Microsoft advertising, which “recommended
\nretailers increased online and print advertising
\nbudgets by 10 per cent and decreased television budgets by that
\namount.” Since Microsoft’s online products like Bing would profit from
\nan uptick in online advertising, this sounds like a classic example of consider the source<\/i>. The Times dutifully points out that this study differs from larger professional surveys.<\/p>\n

I don’t have access to the findings, but it seems to me that a little
\nbit of intuition goes a long way. Television advertisements take up the
\nwhole screen. They play. They have volume and live-motion and stories
\nand punch-lines. Even if online advertisements are more “targeted,”
\nmost web ads capture our attention the way the frame around an oil
\npainting stands out to the viewer. TV ads interrupt with stories.
\nOnline ads just hang around the perimeter.


\n

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This doesn’t make a lot of sense to me: Every \u00a31 spent on print advertisements yields \u00a35 in revenue, compared with \u00a32.15 for television and \u00a33.44 for online advertising, a study of 26 leading UK retailers found. In other words, the advertising hierarchy goes like this: Print >Online>TV. I hope this is true! After all, […]<\/p>\n","protected":false},"author":1534,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-136009","post","type-post","status-publish","format-standard","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/136009","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/users\/1534"}],"replies":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/comments?post=136009"}],"version-history":[{"count":0,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/136009\/revisions"}],"wp:attachment":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/media?parent=136009"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/categories?post=136009"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/tags?post=136009"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}