Denuo’s Tobaccowala - Part 9

While metrics suggest that the Internet has taken twenty percent of media time with only six to seven percent in spending, it raises the question about that significant gap and if we will ever see it diminish. Tobaccowala points out that this gap, a very important business measurement, shows that people utilize their time better than the marketers trying to catch their attention.

He says that it makes everyone think the Internet is being under-invested in and continues on by pointing out that marketers spend more than that twenty percent of time working with the Internet. Industries such as technology, finance, travel, automobiles and other industries have spent close to or have exceeded that twenty percent marker.

Other industries, like food and packaged goods, have not even come close to the mark, hardly making a dent in the statistical analysis. He states that when averaged out, it really does not look like much media time has been spent. He says, however, that it shows that consumers are beginning to look more into the major industries and the services that they offer online. Marketers are seeing this and following the trend. In the places where consumers are not looking, neither are the marketers.