The line between digital and traditional advertising has disappeared.

The Internet Advertising Bureau (IAB) released its annual report conducted by Pricewaterhouse Coopers LLP on interactive advertising.  The results are considered to be the most accurate measurement of internet/online/mobile advertising. Here are some of their key findings along with my insights for aviation marketers.

In 2011 internet advertising revenue in the United States totaled $31.7 billion surpassing cable television, confirming interactive advertising as a valid media outlet only second to broadcast television.

Digital ad formats – search and display – continue as category leaders with mobile emerging as a relevant category.

• Search accounted for $14.8 billion or 47% of advertising revenue
• Display and banner ads accounted for $11.1 billion or 38% of advertising revenue
• Mobile advertising emerged with $1.6 billion or 5% of advertising revenues

With interactive advertising displaying robust growth, aviation marketers should no longer look at web-based advertising as an experiment. Leading aviation marketers are allocating a larger share of media dollars towards interactive advertising supported with the necessary resources for producing web content.

Interactive advertising craves a steady diet of new content.

When interactive advertising fails to produce the desired results, one should review the content at the other side of the click through. Delivering stale content, hard-to-navigate landing pages or content not formatted for mobile devices kills any hope of turning an interest into a conversation. Successful interactive advertising delivers content that is relevant, and encourages the viewer to take the next step to find out more or receive something from the advertisers for the time invested.

Target audiences and interactive advertising

Aviation companies that operate in the retail environment – airlines, charter services, fractional sharing, flight schools – are receiving the benefits of interactive by having their ads appear to viewers that have shown an interest in these categories. This is achieved through advertising networks that target ads to viewers through data collection.

Aviation component and system manufacturers have been slow to adopt interactive advertising because of the belief that their target audience and decision influencers spend little time surfing the web and interacting with social media sites.

However the $14.8 billion spent in the United States on search seems to contradict this belief. When projected globally, just consider Google’s 2011 global advertising revenue of $36,531 billion.

Clearly, customers and prospects turn to the web first when determining suitable solutions and new suppliers for their needs.  The financial facts alone should serve as a testimonial to the relevance of interactive advertising.

To view the complete IAB Internet Advertising Revenue Report click on the following link: http://bit.ly/NJjZvG