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Web advertising 'now as powerful as TV'
Tuesday 18th August 2009, by Daniel King
A new survey has looked at the impact online advertising is having on broadband users and how this translates when compared to other traditional platforms like television.
Conducted by industry analysts at comScore, a company which specialises in supplying data relating to market trends and developments in the sector, it was noted web-based marketing was now more important than ever.
The research considered how advertisers are able to build retail sales of consumer packaged goods (CPG), adding this had now reached a stage where it was as effective as TV.
It stated that in the next twelve weeks, web-based marketing campaigns able to reach 40 per cent of their target audience will have boosted the brands they are promoting by around nine per cent on average.
This compares to the eight per cent figure from television initiatives as listed in recent research from Information Resources, which was published in the group's How Advertising Works paper.
Gian Fulgoni, executive chairman of comScore said the results were early, but show that online is now a platform which is fully engaging with consumers and targeting their needs and desires in the same way other channels have done successfully in the past.
"It is likely that the more precise targeting ability of the Internet especially in terms of accurately reaching the desired demographic segment - is a key reason for its effectiveness," he noted.
Mr Fulgoni concluded by saying that as the web is often the more cost-effective option, "these results take on even greater significance".
Microsoft and Yahoo! recently announced a partnership that would involved a shared effort to improve search and advertising services.
Categories: Broadband Products, Business Broadband
