By Barbara Gengler (from Digital Media Buzz)
Traditional media has lost its hold on advertising budgets. Even big companies are moving a large portion of their ad spending online, with companies like Pepsi foregoing Super Bowl ads for online marketing projects. Traditional media isn’t out of the picture, of course — Pepsi’s subsidiary Doritos brand will air an ad at Super Bowl 2010. But this year, ad spending is going to continue to shift toward online opportunities.
There’s a reason marketers think of online advertising as particularly effective: the ability to put ads in front of audiences actively looking for information allows marketers to tap into a market more prepared to buy than those audiences watching television or reading a newspaper. Furthermore, the advertising opportunities online go far beyond those related to search. With the growth of video on demand through sites like Hulu and Youtube, as well as content sites providing information on every imaginable topic, audiences are also spending more time online.
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