OPEN

Here’s another online marketing search landmark to marvel at.

According to the FT, Google’s UK advertising revenue will overtake that of one of the main terrestrial networks, Channel 4 this year. Analysts predict that it will overtake ITV1, which gets the most TV ad spend.

Very simple reasons for this: search engine marketing works. It is very cost effective and very measurable. Spend on search has been rising for the past few years at an amazing rate (it grew by 79% last year in the UK according to the IAB).  

According to the FT a Google spokesperson graciously said: “Google spokesman said the company’s growth was not a “zero sum game” which had to come at the expense of television.”

And they are right, but before the explosion of new media it was a zero-sum game in favour of channel media. We are seeing a massive realignment of money, influence and power in the media at the moment, of which this story is just the most recent example.

Thanks to Liberate Media for the link.