Exploding TV
I’m at the Guardian Media Group’s offsite. Not planning to blog it. But I can’t help this: David Muir, CEO of WPP’s The Channel, gives the agency’s ad share projections for the UK. Online is now at 25% (far ahead of the U.S., by the way) and they predict it will surpass TV — and all other media — next year. But he cautioned that 79% of that online advertising goes to search. Google is God.
CORRECTION: I missed a step in the math. Muir says that search takes 79 percent of online advertising and that Google, in turn, takes an estimated 75 percent of that, three-quarters of three-quarters.
Tags: ads, Exploding_TV, google, wwgd
January 17th, 2008 at 2:47 pm
“79% of that online advertising goes to search. Google is God”
Don’t you think that will change as video introduces more opportunities for brand development?
It seems to me that search plays to price and avialibility issues and without brand development those are the choices that customers will make the purchase dicision on. Advertisers would like to intervene earlier in the decision process - both because it helps overall revenue for them and allow the decision to have a greater emotional base.
My expectation is that online video will capture a greater preportion of the overall online ad revenue stream than search.
January 17th, 2008 at 9:16 pm
People have to get to that video somehow, and Google will be able to target ads whether or not the searcher actually watches the video.
January 17th, 2008 at 9:23 pm
[...] Exploding TV - BuzzMachine “David Muir, CEO of WPP’s The Channel, gives the agency’s ad share projections for the UK. Online is now at 25% (far ahead of the U.S., by the way) and they predict it will surpass TV — and all other media — next year.” (tags: internet advertising business revenue marketsize stats trends forecasts) [...]
January 18th, 2008 at 10:09 am
[...] Exploding TV (by Jeff Jarvis) David Muir, CEO of WPP’s The Channel, gives the agency’s ad share projections for the UK. Online is now at 25% (far ahead of the U.S., by the way) and they predict it will surpass TV — and all other media — next year. But he cautioned that 79% of that online advertising goes to search. [...]
January 21st, 2008 at 1:03 pm
Hi Jeff
Sorry not to be clear. We think 2/3 search (circa 65%), of which about 70-75% goes to Google.
Hope that helps