Desire for higher ROI drives surge in internet advertising
Flexibility and measurability of internet advertising attractive to finance directors (John Burns)
Is your Firm Getting Left Behind by Your Competitors Moving into Internet Advertising?
Many firms have experienced a shift in their spending since the onset of the recession, with many turning to internet ads to help boost revenue.
This is according to Guy Phillipson, chief executive officer of the Internet Advertising Bureau (IAB), who said that return on investment tends to be higher online.
Although online marketing was previously available, the rise of internet ads has been an unprecedented event in the industry, he found.
Explaining the merits of web-based strategies, Mr Phillipson said: “You can adjust your campaign as it goes and not just with pay-per-click; within display as well you can tell how many people have seen your advertisement.”
Furthermore, the expert emphasised that purchasing figures are more readily available than in the past.
“With that kind of data available, online marketing is becoming like the new finance – it’s very attractive to marketers and finance directors,” he added.
UK internet advertising expenditure has grown 4.2 per cent to reach £3.5 billion in 2009, the IAB and Pricewaterhouse Coopers have revealed.
Search, video and affiliate marketing experienced major growth in 2009, with the biggest expansion seen in the paid search sector.
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