Internet Ad Spending Beat Broadcast TV for First Time in 2013

According to Mashable, revenue from U.S. internet advertising beat broadcast television advertising for the first time in 2013, driven by a surge of spending in mobile ads. Internet Ad Spending Beat Broadcast TV for First Time in 2013.

In all honesty, it was a matter of time before digital spend outperformed traditional media, specifically television. With the tracking mechanisms that are in place with internet advertising and the analytics at the disposal of all marketers, businesses can easily gauge the return on investment from their online ad spend. Instead of hearing the old sales pitch from the TV station rep that “the campaign needs to run its course” and that it is “helping with branding,” internet advertising can have an immediate impact with keyword targeting and remarketing strategies at an affordable price.

I understand that people might think I’m biased since my company specializes in search engine marketing.  My background initially was video production and we help business throughout Ohio with television commercials.  I am simply going based off of the data that I’ve seen when a client of ours invests money into digital versus traditional.

I am not saying that television advertising is bad by any means. Every client is unique and has different platforms where its advertising campaigns can succeed. A successful TV campaign cannot only generate more business; it can have a direct correlation to an increase in branded search terms and social references. I’ve experienced this first hand with campaigns for large brands. If you are not a large company and are looking for an outlet to invest for marketing, I would suggest taking the digital route after consulting with an agency.

Digital ad sales in the U.S. hit $42.8 billion, up 17% from 2012, according to data complied by PricewaterhouseCoopers and released by the Interactive Advertising Bureau. Search revenue remains the leader with a little less than half the market.

TV still accounts for the bulk of U.S. ad spending. Broadcast and cable combined to bring in $74.5 billion. 

It will be interesting to see what next year’s numbers look like comparing Internet to TV. I’m fairly confident that the numbers will continue to grow in favor of digital. The big question is will television ever adapt its strategy to regain market share? Only time will tell.