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Internet on Print - An Analysis
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After statistics about internet exposure on Television Adex India has come out with statistics that show ad volumes of internet companies in the print media.
From all the statistics and graphs i found these certain findings very interesting..
• 9% rise in Internet Portal ad volume in Jan-Jun ’06 over Jan-Jun ‘05 where as in the previous two years the rise had been 64% in 2004 and 75% 2005 respectively for the same period.
My analysis of the above chart:
This fall in growth of internet exposure on print can be attributed to the following factors:
1) Rise of online advertising and its measurability as compared to print is making more business sense to Internet company when it comes to advertising.
2) Print medium is better for branding than for traffic generation as in the case of an internet company and most Internet companies in india are in the traffic generation phase and those who are branding are either using outdoor or Television.
• Maximum usage of ‘Contest Promotions’ by Internet Portals in Jan-June ‘06
This shows that interactivity and engagement of the user is the best way to advertise on print for an internet company and hence contests have had a massive jump in terms of advertising.
The other key findings were as follows
• Magazines got a mere 9% share in overall Internet Portal advertising in H1 of 2006
• Apart from general portals, recruitment portals garnered a high share of advertising in Newspapers while finance portals advertised more in Magazines
• Southern and Western newspapers had the maximum share in Portals advertising
• www.Monsterindia.com topped advertising among recruitment portals; www.5paisa.com had the highest share among finance portals
More graphs and statistics can be viewed here
In conclusion i guess as internet portals move from the traffic generation phase to the branding phase quite a few of them may look at print advertising campaign’s in a big way and i expect contests and special offers to be a large share of this promotion.
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