Internet advertising is gaining media attention
Agency PR-Technologies commissioned by IMHO VI conducted a study of Russian print media to find out the number of references to various advertising channels in them, as well as the tone of these references. The results are probably the most pleased with online advertisers.
So, in the course of the study, newspapers and magazines of the second quarter of 2006 and 2005 were compared. The direction of these publications is the most varied: both business and specialized media and socio-political were analyzed. The total number of references to various media carriers has not changed significantly - 304 in 2006, compared with 283 - in 2005. Only the degree of attention to certain means of disseminating advertising has changed.
So, it turned out that in the 2 nd quarter of 2006, Internet advertising was the most popular in the press - in terms of the number of references, it even outpaced television. Experts do not associate this with a broad discussion of the new law “On Advertising”. They believe that the process of redistributing television advertising budgets is more likely - that is, other sites may receive a share of the television “pie”, and the Internet has good chances in this matter.
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More specifically, Internet advertising was mentioned in 38.2% of cases, television advertising - in 33.2%, on radio - in 12.5%, in the press - 16.1%. At the same time advertising on the Web won not only in quantitative terms. According to the analysis, it is the only type of advertising, the positive references of which are more than neutral. In general, the number of positive references to Internet advertising in articles exceeds the number of positive references to advertising on TV by 2.5 times, in other media - by 4 times.
Such good performance is explained by the fact that the online advertising market is the most dynamic in Russia, and this attracts advertisers. So, in 2005 it grew by 75% compared to the same period last year, reaching $ 22 million. Experts say that while maintaining the dynamics, the total market volume in 2006 could reach $ 100 million. And according to forecasts of the Association of Communication Agencies of Russia (ACAR) in2008-2009 , you can already expect $ 200-250 million.
So, in the course of the study, newspapers and magazines of the second quarter of 2006 and 2005 were compared. The direction of these publications is the most varied: both business and specialized media and socio-political were analyzed. The total number of references to various media carriers has not changed significantly - 304 in 2006, compared with 283 - in 2005. Only the degree of attention to certain means of disseminating advertising has changed.
So, it turned out that in the 2 nd quarter of 2006, Internet advertising was the most popular in the press - in terms of the number of references, it even outpaced television. Experts do not associate this with a broad discussion of the new law “On Advertising”. They believe that the process of redistributing television advertising budgets is more likely - that is, other sites may receive a share of the television “pie”, and the Internet has good chances in this matter.
')
More specifically, Internet advertising was mentioned in 38.2% of cases, television advertising - in 33.2%, on radio - in 12.5%, in the press - 16.1%. At the same time advertising on the Web won not only in quantitative terms. According to the analysis, it is the only type of advertising, the positive references of which are more than neutral. In general, the number of positive references to Internet advertising in articles exceeds the number of positive references to advertising on TV by 2.5 times, in other media - by 4 times.
Such good performance is explained by the fact that the online advertising market is the most dynamic in Russia, and this attracts advertisers. So, in 2005 it grew by 75% compared to the same period last year, reaching $ 22 million. Experts say that while maintaining the dynamics, the total market volume in 2006 could reach $ 100 million. And according to forecasts of the Association of Communication Agencies of Russia (ACAR) in
Source: https://habr.com/ru/post/4162/
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