IMF Business School · Masters in Marketing and Digital Communication Become a professional with the best school to study digital marketing in person or online IMF Business School · Masters in Marketing and Digital Communication Become a professional with the best school to study digital marketing in person or online With the disappearance of advertisements in the RTVE media, the advertising industry looks closely at the euros that will not go to the public corporation. In Microsoft Advertising they trust in the potential of the Internet as a promotional platform and hope that a large part of the funds previously destined for public media will fall on the Web.
The truth is that “most of the part that is Belize Email List going to be invested in TVE -which includes radios, television channels and rtve.es- is not going to be spent,” said the commercial director of Microsoft Advertising, Marisa Manzano, the Tuesday at a press conference, as a result of the economic crisis. Of course, “we think that the Internet will be the -medium- that will benefit the most,” he said.According to a study carried out by Havas for Microsoft Advertising, 382 million euros in advertising will go to other chains and other media, or they will disappear. Another 114 will remain on TVE as sponsorships. This reorganization will bring 8 percent of the advertising investment of the public to the Internet, which will mean 30 million euros. Another 26 percent will go to other television networks, and the rest of the media (radio, foreign and print) will absorb 21 percent of said investment. The study estimates that 24 percent of this spending will disappear, that is, it will not be reinvested, mainly due to the economic crisis.
According to the company, the Internet has certain characteristics that make it play “a crucial role thanks to its complementarity with television, its audience volume (24 million Internet users in the last month, 54 percent of the population) and its affinity with highly demanded profiles (46 percent of Internet users are women, and among children it has a penetration of 66 percent) “.These factors make it appear as a great recipient of a good part of this investment that TVE will release, “with the same impact and at a much lower cost.” Along these lines, Manzano ventured that within ten years, “all media will be digital, regardless of their screen.”In addition, the habits of viewers are changing rapidly and 23 percent perform ‘multitasking’, which means that they watch TV while surfing the Internet with the computer or using the mobile phone. A custom that reduces the viewer’s attention but nevertheless manages to get more advertisements through. There is a “greater dispersion but the message increases,” said Manzano.