The mainstream media cheerleaders did pyramids and handstands for the Online Publishers Association's release of data showing the Web is the #1 medium. "The Net's gone main stream" stories raced forth, as the OPA began touting a study by Ball State University in a presentations to advertising agencies, buyers, and media planners.
The "We're #1" angle is nice. But it's not news the Net has been taking up more and more of our time. The Web being the most popular medium is nice, sure. But, that's been the case in my house for about 8 years.
What the OPA wants advertisers to realize is that Web people buy stuff and lots of it. Close to 80 percent of consumers who use the Internet more than they watch TV spend more than $20,000 a year at retail. Only 48% of heavy TV viewers spend that much. (Maybe they're unable to get of the couch.) Average retail spending for Web folks, $24,000. For TV folks, $21,000. This is why advertisers need to wake up, says Pam Horan, president of OPA. There's money to be made.
"No other medium can move a consumer so quickly from awareness, through consideration, to purchase," one advertising executive explained to her. "The Web" is more than Web pages in the minds of marketers now, Horan said. It includes streaming audio and video, e-mail, mobile devices, and even RSS feeds. "It's a digital platform."
Quoting one industry analyst who said advertising on the Internet accounts for about 8% of such marketing spending, the trade group chief was very bullish. "What I'm hearing from the advertisers is that they wouldn't be surprised to see that grow 30-40% on the next two to four years."
Which other media will be the losers? Bet on TV to prosper, especially since 20% of Web use comes before, during and after TV viewing. It's easy for a commercial to point a viewer to a site for more information and, of course, more selling. Magazines and even newspapers can also move a person from chair to keyboard.
The real loser could be radio. It’s primarily used out-of-home, in the car and far from a keyboard. The chart above, (click on it for a larger version) from Arbitron, the ratings and research company, shows as much as 73% of listening occurs away from home. Bridge Ratings LLC is already seeing movement of young radio listeners. They're going to Web radio, mobile devices, and MP3 players - all platforms for the Net. The Web is at a big disadvantage. A radio spot will have trouble finding amplification and reinforcement via the Net.
It’s tough enough to get us to write down a phone number, never mind a Web site address.
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