Against Internet Advertising
The other day, it became known that the costs of European advertisers on the Internet had exceeded their spending on television advertising last year. Over the year, the Internet policy was spent 13 per cent more, 36, 4 billion euros, and Television advertising remained at approximately the same level, 33 billion euros. In Europe, this result is recorded for the first time, and in the United States the Internet has exceeded TV for advertising costs since 2013. This is reported in IAB.
The fastest growing segment of the Internet relays in Europe has been media advertisements, while the most important of the time remains the context, sales of such advertisements increased by 12.5 per cent in 2015 to 17 billion euros. In Russia, there is only a tendency to increase the volume of Internet workshops, but the cost of TV still exceeds the cost of the Internet relay.
The Director-General and Co-founder of RTB-Media, the Vice-President for sales between Exchange Oleg Nikolaev, believe that the trend of redistribution of advertising budgets is closely linked to another trend, namely, the change in the general pattern of media consumption: " We had one screen through which we consumed content, the television. Now we've got at least two more screens, a smartphone and a computer. In general, the very sharing of television or non-television advertising has become obsolete - the same films and talk show can now be seen from any device. And the Internet becomes the universal channel through which we receive information, including television. A good example is Smart-TV.
According to him, there are two main drivers of Internet relays: increased video use and the ability to build ads for a certain user, the latter being much more difficult than just the ability to broadcast to a narrow audience. " The largest segment in digital so far remains the context, that is, search advertising. This is relevant for both Europe and the Russian market. Traditionally, this term refers to the following: the user is looking for some information or goods on the network, and on the basis of this request, he is given an advertisement. But today the notion of context should be understood in a broader sense.