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| REASONS TO ADVERTISE ON THE INTERNET |
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- Interactivity. Unlike traditional media, online communication offers the chance for real interaction between advertisers and consumers. The Internet is, effectively, the only medium which allows an immediate response to the offer being advertised, since users can obtain further information with a single click.
- Ease of reaching the advertiser's desired target audience, giving campaigns a greater impact.
The Internet, as a mass medium, allows you to reach your desired target audience because it makes it easier to segment users by different criteria: connection time, frequency, subject matter. All these aspects increase the impact of a campaign.
- It is a space where decisions are taken.
Online communication is the space where more purchasing decisions are taken, as it combines two aspects:
- a high level of brand recognition;
- consumers have access to complete information about a product, service or event;
- they can find out and compare the opinions of other consumers about a particular service or product;
- more effective campaigns are possible.
Online communication makes it possible to measure accurately and in real time how effective advertising campaigns are.
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| INTERNET ADVERTISING SPEND |
| YEAR |
1st TWO QUARTERS |
2nd TWO QUARTERS |
TOTAL |
| 2002 |
35,55 |
35,55 |
35,55 |
| 2003 |
32,44 |
32,44 |
32,44 |
| 2004 |
43,25 |
43,25 |
43,25 |
| 2005 |
65,97 |
|
35,55 |
| Source: PricewaterhouseCoopers |
(Millions of Euros) |
- Following the growth experienced in 2004, the first two quarters of 2005 saw a consolidation of the advertising spend.
- Investment in interactive media during the first two quarters of 2005 totalled 65.9 million euros.
- The market is showing rates of growth which outstrip the expectations of the sector:
- 52.5% in the first two quarters of 2005 compared with the same period in 2004;
- 28.5% in the first two quarters of 2005 compared with the second two quarters of 2004.
- One of the main engines of this growth has been traditional advertisers, who have increased the online share of their media buying. The advertising spend currently makes up 55% of the total.
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