Online advertising dollar is volume up 26% over last year, which was the year online ad spend surpassed magazines. Yet every media organization I work with reports many accounts that spend nothing on online media.
Here is a great study that can help.
Most online laggards know that the world is changing around them, but typically had a bad online media buy they don't want repeated.
What is great about this study is that you can invite them to look at web advertising a second time by saying, "You may have been right in the past, but things are different now. Can we take another look?"
Here's what is different:
Starting back in 2003 the Online Line Publishers Association monitored why people use the web. At that time "Communications" (email, messaging etc.) topped the list taking 46% of online users time. Activities relating to "Content" was second with 35%.
But as the study progressed "Content" grew steadily until a year ago it accounted for 39% of users time, almost tying "Communications" which still lead with 39.6%.
This is actually huge news if you are in the business of selling ad products associated with the "Content" part of the Internet.
There has been a significant shift in the past year. People are simply using the web differently than they were a year ago and content, not communications, is king. Assuming you sell advertising on a content based website, newsletter, webinar, etc. what you sell is more valuable that it was a year ago.
In light this shift, this year, it's time to ask your web laggards to take another look.