Question

Topic: Advertising/PR

Is Url Advertising More Cost Effective Than Tv?

Posted by Anonymous on 3/5/2013 at 8:32 PM ET 250 Points
Is web advertising more efficient than TV?
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  • Posted on 3/5/2013 at 8:42 PM Accepted
    It depends on your objective, the industry/product category, and where your target audience lives. It also depends, to a large degree, on how compelling your advertising copy is, and how adept you are at managing the mechanics of advertising on television and on the internet. There are a lot of variables.

    There are examples of very efficient television advertising and very efficient internet advertising, so there's no blanket answer to your question. Sometime television is more efficient, and sometime internet advertising is more efficient.

    If this is an important issue for you, then you need to give us more information. And if it's uncomfortable for you to do so on this public forum, then you might need to contact one of the experts here and hire them to go through all the issues for your business and which forms of advertising are likely to be most efficient for you in a confidential one-on-one relationship.
  • Posted by SteveByrneMarketing on 3/5/2013 at 9:49 PM Accepted
    I'm in complete agreement with mgoodman's sound advice.

    In general and in my experience for small to medium-sized businesses the short answer is YES.
    And web advertising needs well executed by professionals to provide good roi.
  • Posted by Moriarty on 3/6/2013 at 2:43 AM Accepted
    Howie Jacobson is the author of Google Adwords for Dummies. He acts as a consultant for a few large businesses too (as well as running his own PPC/client training programs). Now the revenues he brought in from PPC were a lot less than the money the companys were paying him.

    Why then did they pay him to do PPC - that is internet marketing of the Google Adwords kind - when he wasn't bringing in much revenue? It doesn't make sense, does it?

    Well it does if you realize that most of their budget was spent on billboards and TV. So why then did they use Howie to do measly little internet campaigns? The answer is simple. It is fast, it is cheap and it yields results. Howie's job was not to make money, his job was to discover the slogans that their target audience liked. He could do that for them in the space of a week or two. Using the TV or billboards, it would have taken months and months. What's more it would have cost millions, not tens of thousands.

    So can you see the relationship between advertising on TV and advertising on the internet? Your primary audience may not be on the net* that doesn't stop you using it to fine-tune your message.

    (*don't forget video and youtube advertising).

    So, web advertising is more efficient. By a factor of several hundred if not thousand.
  • Posted on 3/10/2013 at 12:21 AM Author
    If one were to take a particular product, like a mid-size SUV, would television advertising yeld more and stronger leads per thousand impressions or would the internet? Which would prove more likely to drive business into the showroom? Is there a comparison or not???

    Regards,
    John Garot
  • Posted by Moriarty on 3/10/2013 at 4:02 AM Member
    Shall we ask the question from another angle - what would cost more, 1000 impressions on the display network - or 1000 impressions on TV? My rationale here is that you cannot know what drives a lead until you know what customers you are talking to, and what motivates them. Without this information most of your metrics will be pure guff - and in an age where metrics are easily generated, this is a very real problem.

    So put the horse before the cart, work out who wants an SUV and why. That is when you can begin to tailor your approach to the problem. That is when you can start tailoring your video presentation ... on the display networks again. Youtube advertising as well as ordinary online magazines where videos can be used effectively. Once you have refined all this for relatively little cost, you can move onto TV.

    I know this isn't the answer you're looking for, only this isn't something that a marketer can give a clear answer to. Speak to any good marketer and they will tell you to structure your question so that your customers can answer it for you.
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