According to an eMarketer study, 54% of Americans will have at least 1 internet connected TV. By 2018, the study says 71% of every American will have one.
What does this mean for marketers and small businesses?
The biggest impact is that it’s going to drive up the inventory of how much open spots there are for banner ads.
Which will thus drive the cost down even more, even with the cost already being dirt cheap.
Almost every single large company advertises with online banner ads. But a vast majority of small businesses still do not do banner ads. Why is this?
A lot of marketers in the industry that have had experience with banner ads misunderstand the value. Most marketers try and get clicks from banner ads to boost calls and new customers.
But banner ads are like TV advertising. Just because someone advertising an airport transportation company, doesn’t mean that an ad is going to convince them to buy plane tickets and make a town car reservation to take them to the airport.
The value of banner ads is to build brand awareness. It’s to boost the image of a company by advertising on other well known brands. It’s to increase the conversion rates between clicks to calls and calls to customers. It’s to build up a remarketing list to stay in contact with as many interested potential customers as possible. And for what it’s worth, Google is supposedly favoring websites that have bigger brands in search engine optimization.
All that being said, the more people that have TV’s that connect to the internet, the lower the price will go for what the banner ads cost. That’s the biggest take away here.