......they plan to increase their ad spending online....
For some time now I have wondered about online advertising. Does anybody pay attention to on line adds? My browser trashes popups, and I never look at others. As a matter of fact, I find videos overlayed with a mandatory add offensive and often won’t watch any of it.
It would seem to me that advertisers are abandonening the skillet for the fire.
I have read (or maybe I dreamed it, lol) that online ads are more “efficient” than broadcast. I suppose they can determine that from the click-throughs. It is logical that ads placed on sites with similar interests would work well. An example would be an advertisement for subscriptions to National Review on Townhall.com or some such.
One other point. Regardless of the ‘efficiency’ of online ads vs broadcast ads, it is not debatable that eyeballs are migrating to online at the expense of TV and newspapers and magazines.
And advertisers follow eyeballs every time.