The Internet promised money

Advertisers of different market sectors unanimously declare interest in Internet communications. Hyundai talks about an increase in online budgets by half, "BTB24"-one and a half. But they are worried about two questions - who specifically give the money and what exactly for this money they will receive. Unidentified user | Creative.net | Autumn fracture

Unidentified user

The audience of the Internet is changing both quantitatively and qualitatively. Quantitative changes cannot but rejoice: the number of visitors to large portals like Mail.ru or Yandex is already comparable to the audience of small television channels, penetration in Moscow and St. Petersburg is already close to the technical limit. In this case, the user "mutates". Now the basis of the audience is no longer a young people with good education and income above the secondary. Now, as the head of TNS Russia says Ruslan Tagiev, a typical user is an “average Muscovite”. New users behave as average viewers. This is clearly visible from their preferences: they are less and less interested in news, and more and more with entertainment. And this averaging-or rather erosion-the audience is not at the hand of the Internet media. Under what sauce to submit such an audience to the advertiser is not clear. Moreover, advertisers cannot decide what they need: they either talk about the need for great coverage, then about clear targeting. Therefore, many online media and "spoil" their audience-they are raising traffic.

Creative.net

But even if the advertiser finds a high -quality audience, he will inevitably encounter the second problem: how to attract users of a particular site to their brand. Firstly, the absence of people interferes: there are still few specialists in working with Internet technologies and online creation, sailz managers who can sell them are even less. But there is a problem familiar to the traditional media. Standard advertisements (whether it is in the press or banners on the Internet) work worse, and unusual advertising forms can scare off a loyal audience that the advertiser is trying to penetrate the online media content. Compromises are difficult. So, Kommersant.ru suggested that Sberbank are to freeze individual words - “reliability” and “trust”. The client liked the idea, but he was ready to pay for it only if the bank’s brand would appear next to these words exclusively in a positive context. The project did not take place.

Autumn fracture

The solution to these problems is the issue of survival for Internet projects. Advertisers are already saying that they will decide on the continuation of building budgets on the Internet in September - October. If by this time advertising does not live up to expectations, the November and December budgets will be frozen. There is nothing to say about the budgets for the next year.