Although online media are often criticised for a certain lack of seriousness and transparency, this channel will see its advertising revenues strengthened in 2009, according to a study carried out among 155 marketing managers at an international level.
The study Leistungsanalyse Mediengattungen und –segmente ( Performance Analysis of Different Media Genres and Segments ) conducted by the specialist online media outlet Horizont and the IMA Mediaservice Institute , examines the decisive criteria for choosing one medium or another when planning media.
The results show that essential skills and binance data competencies are shifting to the online environment. Marketing experts are no longer considering the channel as a trend-setting space specific to younger target audiences; instead, it is an environment that marketers value when looking for editorial contexts and media that enjoy positive audience growth and are relevant to certain target audiences. Online media are thus beginning to compete directly with general magazines, which offer these characteristics.
As regards the quality of contacts, the online segment is also beginning to be considered on a par with television. 43% of respondents believe that the Internet offers a good CPM, while 30% believe that private television offers an adequate quality-cost ratio.
Although the network could develop certain essential skills, according to the respondents, in general the medium lacks many skills that are highly valued by marketing. Transparency in planning data and a clear pricing and discount policy are lacking, which are essential factors in media planning.