Online brands have increased spending on television advertising over the past 5 years in a bid to boost their brand presence according to new research from Nielsen Media Research.
The findings – which was analysed by Thinkbox - has found a £170 million increase in spend over the 5 years which accounts for 71.5% of online brands advertising investment – however this data does not take into account search marketing.
Interestingly television advertising spend from online brands has risen to an average of 172% a year, despite the recession and the fact that people are growing increasingly cynical on TV advertising over internet advertising.
The data has also shown that 5.5% of TV advertising and more than 20 programme sponsors were from online brands in 2009.
This research highlights the faith that major online brands still have in television advertising and that it still very much one of the most effective ways of generating brand presence. As David Brennan, research and strategy director at Thinkbox, says “[some of the] most memorable and effective TV campaigns of the past year have been created by online brands, which is further proof of TV’s healthy commercial relationship with the internet”.
Some examples of effective advertising campaigns which have boosted online brands presence have been comparison sites such as Compare the Market, Confused.com and Go Compare. Also only recently Google advertised on television for the first time during the Superbowl.
TV advertising is likely to continue rising for online brands and with yesterdays launch of SeeSaw - the UK’s first major on demand video streaming channel – television and the internet is becoming ever more integrated meaning that brand building through the medium of television will continue to be strong for many years to come.
November 16th, 2011 at 1:14 am
This is due to rapid increase in mobile technology an usage of internet. Mostly people concentrate on internet and forgot TV. as compared two years before..
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