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The Internet is drawing attention time away from traditional media.
The Internet as an exciting new interactive medium is drawing audiences away from traditional media. While consumers are still going to read newspapers and magazines, and watch television, Internet-savvy consumers are now spending more of their time surfing the Internet, and less time on other media. In fact, there are some who rarely even read the print version of newspapers anymore, preferring instead to read the online versions readily available on the Internet.
Accountability
Unlike TV and
newspapers which typically use statistical models to measure
viewerships/readerships, Internet advertising offers advertisers the ability to
measure and track exposure: i.e. the exact number of times a particular
advertisement has been viewed. With more sophisticated technology (and a little
more effort), it is even possible to determine the unique number of viewers who
have seen an advertisement, or even taken action based on the
advertisement.
Audience
The Internet
presents one of the most appealing media demographics right now. Many consumers
with Internet access are also ideal consumers as they typically are
well-educated and have greater disposable incomes.
Targeting
Besides
accountability, the Internet offers advertisers the ability to target their
messages to specific audiences using a number of targeting attributes, such as
the type of affinity "channels" they would like their advertisements to appear
on (kind of like advertising on the Showtime channel of your cable TV operator),
or even right down to the Web site whose visitors they would like to appeal to
(like advertising only during the "BayWatch" slot on the Tv land channel). As
the technology improves, the ability to refine and target Internet
advertisements will also improve.
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