A Day in the Life
This week, the Online Publishers Association (OPA) released a first-time study of 350 people, tracking their activities every 15 seconds. The study, “A Day in the Life: An Ethnographic Study of Media†reveals that the Web is quite clearly a mass media, accounting for 20-25% of consumers’ overall media time. The Web outpaces other media at work with 54.6% reach (TV was 21.1%) and was in the top two of at-home media influence. The online population also regularly consumes other media such as TV and radio simultaneously or near their Web time./p>
Yet, the Web only accounts for about 8% of ad dollars. While the shift of ad budgets to online has been happening in recent years, there is still a vast untapped opportunity in online advertising. Advertisers everywhere: take note! That’s why we say, no need for bubble talk anymore.
Pam Horan, OPA president, stated, “Based on our real-world observations, it is clear that consumers are consistently online even while they’re watching TV or listening to the radio. This unique attribute of Web usage means that advertising messages receive a dramatic boost when online is part of the buy.”