6.4.2 A publicidade on line

Publicidade na net ultrapassou em 2007 a da rádio (EUA)

ONLINE AD’S SHARE PASSES RADIO’S The online “display” share of ad spending surpassed radio’s share for the first time, according to newly-released numbers for 2007. Display drew 7.6%, yet still trails other categories’ shares, such as national TV (32%), magazine (20.4%), newspaper (17.7%) and local TV (11.3%)…

MAIS:

«Internet display advertising continued its growth leadership, increasing 15.9 percent in 2007 to $11.31 billion in expenditures. (...) Ad spending declines in Newspaper and Radio media accelerated during the fourth quarter. For the full year, Local Newspapers were down 5.6 percent to $22.66 billion and aggregate Radio expenditures slipped 3.5 percent to $10.69 billion.»

«TNS, which provides the likes of us will sorts of useful data, doesn't actually track all of the Internet and radio ad business. TNS tracks Internet display advertising, but not search. So, um, Google's not in there. And in radio, TNS doesn't measure spending at the two biggies: CBS Radio and Clear Channel. TNS puts the U.S. radio market at $10.7 billion in 2007, but most other estimates put it at about twice that. Similarly, TNS put online display advertising at $11.3 billion, about half of the total Internet advertising market. Grouchy nitpicking aside, TNS' conclusion is still likely accurate. The Internet Advertising Bureau put 2007 Internet spending at $21 billion, a 24% increase. The Radio Advertising Bureau estimated the radio ad market at $19.6 billion, a 2.5% decrease.» Report: Some Of Internet Bigger Than Some Of Radio Michael Learmonth | March 28, 2008

A publicidade on line a chegar aos 10%

«Em 2010, o investimento na Internet deverá corresponder a 10% do total do mercado. Mas, segundo a Deloitte, três quartos dos utilizadores consideraram a publicidade no meio intrusiva

«O ano de 2008 será provavelmente o ano de confirmação do modelo de negócio da publicidade online» revela Miguel Eiras Antunes, partner responsável pela área de consultoria no sector de tecnologia, media e telecomunicações da Deloitte. Na apresentação do estudo «TMT Predictions 2008», que ao mesmo tempo decorreu em diversos mercados ao nível mundial foram, no entanto antecipadas algumas barreiras a este meio. «A publicidade na Internet enfrentará múltiplos desafios relacionados com uma crescente antipatia por parte dos utilizadores e com um maior escrutínio regulamentar», sugere. No ano em que celebra 15 anos de actividade, desde o primeiro banner vendido, a publicidade online tornou-se numa indústria que vale 28,5 mil milhões de euros, devendo crescer 23% face a 2007. Estima-se também que em 2010, a fatia correspondente à publicidade online proveniente do investimento dos anunciantes seja de «10% do total do mercado». «É no entanto provável que em 2008 a publicidade online enfrente uma multiplicidade de obstáculos», destaca Miguel Eiras Antunes. Uma delas prende-se com o facto de «três quartos dos utilizadores considerarem este tipo de publicidade intrusiva, sendo que um quarto pagaria para ter conteúdos livres de publicidade no meio», salienta o responsável»

fonte: «Publicidade na internet cresce 23%», Briefing, 2008/01/23 Paula Ferreira Fernandes

Pub na Internet ultrapassa a da rádio já em 2008 (mais previsões)

«[Internet] Es el medio que más crece en términos publicitarios desde hace años y, a partir de 2008, tiene muchas posibilidades de superar a un clásico como es la radio a escala mundial. La previsión de ZenithOptimedia apunta a que internet acaparará en todo el mundo una inversión de 30.428 millones de euros el año próximo y la radio, 25.786 millones. Ya ha sucedido en países como Reino Unido y, de cumplirse las previsiones, también será en pocos meses una realidad a escala global. Según las estimaciones de ZenithOptimedia, internet se convertirá en el año 2008 en el cuarto medio de comunicación por inversión publicitaria, con 44.583 millones de dólares en todo el mundo (30.428 millones de euros, un 9,4% del total de la tarta publicitaria), por detrás de la televisión (123.079 millones de euros, un 37,9% del total), la prensa (86.927 millones, un 26,8% de la inversión) y las revistas (38.511 millones, el 11,9% del total).Así, el medio online podría superar por primera vez a la radio, que acaparará 37.782 millones de euros (7,9% del total). Por detrás se sitúa el medio exterior, con 18.526 millones (5,7% de la tarta), y el cine, 1,488 millones (0,5%). En España, sin embargo, está lejos de cumplirse estas previsiones, ya que el desarrollo de internet queda aún por detrás de los países más avanzados. El año pasado, internet tuvo una inversión publicitaria de 160,3 millones de euros, apenas un 2,2% del total (7.149,5 millones de euros), según Infoadex. Otros datos que maneja la industria mejoran esta proporción, pero siguen siendo menores: según cifras del sector, internet ya ocupa algo más del 5% del total de la inversión en publicidad española. Ese porcentaje, con todo, queda aún muy por debajo de mercados europeos más avanzados -como Dinamarca, Noruega, Suecia y Reino Unido-, donde la publicidad en la web supera el 15% de la inversión total. Para estos países, las estimaciones son que en 2010 internet concentrará más del 20% de la inversión.»

fonte: «Internet superará en 2008 a la radio como canal publicitario», Cinco Dias, 4/12/07

Vantagens da publicidade da rádio on line

«Advertising via online radio has several advantages over terrestrial: it's interactive to spur purchases or other actions, it adds a visual element (banners etc.) to compliment the audio messaging, and it can be used to sell music.» (fonte: «Internet Radio Pays for FM Stations», John Gartner, Marketingshift, 7/09/07)

Publicidade online passa - já em 2008 - a da rádio (EUA)

Alguém ficará indiferente a isto?

É um marco que muitos julgariam que, tão cedo, não chegaria...

«By 2008, online advertising spending in the US is expected to surpass radio advertising spending. While not signaling the death of radio, it is an indication that radio is being subsumed into a broader sector called "audio." The Radio Trends report report analyzes the many ways that new digital and interactive technologies are changing traditional business models—altering the distribution and access of audio content. Internet and satellite radio, podcasting, high-definition radio and mobile audio services are all revolutionizing a radio industry that remained virtually unchanged for a century.

fonte: Radio Trends: On Air and Online, eMarketeer, 28/08/07

Mark Ramsey reage: «The Internet will not kill the radio star, of course. Assuming the radio star wakes up to realize he is in the Internet business, too. What say you, radio star? Is your strategy in place - yesterday?»

E Fred Jacobs até acha que podem ser boas notícias: «No, I haven't lost my mind.  While this item could be construed as depressing if you're in terrestrial radio, maybe we should look at it differently.  What other medium is as well-positioned to create digital content, and drive its sizeable cume to interact with it?  For several years, we've been encouraging radio to become multi-dimensional online, and many stations and groups have made efforts to get there. But have we gone far enough? (...) Times are changing, and radio is being challenged like never before.  But we're experts at the two things that matter most in the digital world - content creation and revenue generation.  And our ability to drive site traffic is the key to it all working together.  Let's surrender to the realities, reinvent our business models, and capture a big chunk of the growing digital revenue pie.» (fonte: «Some Good News...», Jacoblog, 04/09/07)

Mais dados:«(...) “There seems to be no reason why this market cannot find a new lease on life and benefit from the growth in the online sector,” writes Ben Macklin, senior analyst and author of the report. “Advertisers should not abandon radio in favor of the web but combine the two to take advantage of the unique attributes of each.” The report forecasts that this year ad spending on the internet will hit $21.7 billion, outstripping the $20.4 billion forecast for radio advertising spending. And by 2011 advertisers will spend nearly twice as much on the internet as on radio, according to the report, at $44.0 billion for the internet compared to $22.6 billion for radio.» (MediaLifeMag, 05/09/07)

Internet impulsiona publicidade em 2007

de um artigo do Diário Económico («Publicidade deverá crescer 5,2% em 2007») de 11/04/07:

- o investimento publicitário deverá registar subida de 5,2% face a 2006 (332 mil milhões) (de acordo com um Zenith Optimedia)

- até 2009 os suportes on line deverão crescer seis vezes mais do que a televisão ou a imprensa (só este relatorio aponta para um crescimento de 28,2% para os 23,2 mil milhões de euros; o resto do mercado deverá subir 3,7%

Problemas da publicidade radiofónica

«One of radio's traditional problems has been that young, hot-shot creative types make their big money and reputations by writing television commercials, not radio commercials. They won't write radio spots. Another problem for radio has been that the adminisrative costs of planning buying radio has been so unprofitable, that agencies don't want to bother with it. Therefore, Google's radio efforts will be successful with small spenders, like their AdWords search ads have been sucessful with small and mid-range advertisers, but will not be successful with the big money.»

fonte: «Google's Radio Plans», 17/12/06

A publicidade na Net chega à rádio (Google)

«Google has introduced a beta test for its much-anticipated Audio Ads service. A company spokesman e-mailed journalists and quoted a posting from the Google AdWords blog, which states that since its acquisition of dMarc Broadcasting, Google has been working to integrate that advertising platform into Google AdWords. “The integration is now complete and we’ve recently begun a U.S. beta test of Google Audio Ads with a small group of AdWords advertisers,” he wrote on the blog. Giving a taste of how the company will be marketing the service, Google says the service offers advertisers an online interface for creating and launching radio campaigns. “You’ll be able to target your customers by location, station type, day of the week and time of day. After the radio ads are run, you will be able to view online reports that tell you exactly when your ad played,” it stated. “Over the last year, we’ve been partnering with both terrestrial and satellite radio stations across the U.S. so that our advertisers have many options for broadcasting their ads — whether it’s a Country station in Tyler, Texas or an Adult Contemporary station in New York City,” the company continued on the blog entry. “Currently, there are hundreds of stations to choose from and we hope to grow the list over the coming year. Our broadcast partners are looking forward to making their ad inventories available to thousands of new advertisers, especially since they aren’t easily accessible today.” »

fonte: «Google Completes dMarc Integration, Launches Audio Ads Beta Test», 7/12/06 rwonline

Um novo modelo de carro apenas com pub na net

«It's a "radical experiment," said Mark-Hans Richer, Pontiac's marketing director, conceding the effort won't generate as much awareness as TV and other traditional mass media. But it's a calculated risk, because Pontiac is targeting mostly younger men for the niche model. "We know where the bull's-eye is," he added, "so it's easier."

Mr. Richer might be a pioneer, but he's not the only one. A large part of the auto industry seems to be in the toe-dipping phase of a marketing transition that could see it go from a $20 billion traditional advertiser to a leaner, meaner player more dependent on interactive and direct tactics»

fonte: «Pontiac G5 Blazes Trail to Internet-Only Advertising», AdAge, By Jean Halliday, Published: August 27, 2006

(curiosamente, tem ligação de kjack para leitores de audio digital... http://en.wikipedia.org/wiki/Pontiac_G5)

Publicidade do Google na XM (nos canais sem música)

«Google and XM Satellite Radio are teaming up for a new advertising venture which will take the concept of Google's contextual "AdWords" and expand it into radio advertising. Google says these commercials will be placed on XM’s non-music channels. Google advertisers will have an automated way to reach XM’s millions of subscribers and in return, XM will have access to Google’s large and small advertisers to offer targeted messages to their subscribers. (...) Google AdWords’ customers will be able to place terrestrial and satellite radio commercials. The methodology for this automated ad placement will be done through the dMarc platform which was acquired by Google in January 2006. The dMarc technology simplifies the sales process, scheduling, delivery and reporting of radio advertising, enabling advertisers to more efficiently purchase and track their campaigns on terrestrial radio, and now on XM Satellite Radio.

For XM, Google's technology automatically schedules and inserts advertising across XM’s non-music commercial channels, helping to increase revenue with new advertisers, while decreasing the costs previously associated with processing advertisements.(...)»

fonte: »Google Will Provide Commercials to XM Satellite Radio's Non-Music Channels», Corey Deitz, 07/08/06

Publicidade na net ameaça meios convencionais

«WOOD and the 1,300 other commercial television stations in the U.S., much like newspapers and magazines, are under attack as new technologies roil the industry. The Internet, in particular, is sucking away both viewers and advertisers... "The picture has changed. Total local broadcast revenue fell 9% in 2005 to $16.8 billion, according to theTelevision Bureau of Advertising. The chief culprit: Big advertisers cutting back budgets or moving to the Web...

"Local stations are suffering a full-fledged identity crisis. Networks used to need them to broadcast shows. But 85% of U.S. households now receive TV via cable or satellite, and the Internet is a fast-emerging competitor. As TV companies allow people to watch shows whenever they want — on iPods, on-demand cable services and network Web sites — local stations are apt to endure even more losses...»

fonte: wall street journal, via http://www.kurthanson.com/archive/news/061206/index.asp