Tuesday 06 May 2008

Experts tip targeted advertising solution

An internet marketing expert has said that a new system which aims to provide targeted advertising for major internet service providers could be good news for the sector.

Digital technology company Phorm is working with firms like British Telecom, Virgin Media and TalkTalk to offer a targeted advertisement service that would be able to monitor browsing habits and provide information for online marketers.

Ben Camm-Jones, news editor for Web-User magazine, said that the as long as the service worked on an 'opt-in' rather than 'opt-out' basis it could prove to be popular and useful.

He explained: "If their intentions are as true and honest as they say they are, then it's actually probably going to be quite a good system.

"It [would] stop users getting adverts that are completely irrelevant to them, and might actually point you in the direction of services that offer something that you're interested in."

Mr Camm-Jones added that "specific advertising" was likely to become more important in the future.

"Rather than [using] very broad brush strokes, hoping that as many people as possible will see an advert, they're actually going to be offering a service whereby people they know are interested in that area are actually going to see the ad," he concluded.

Category: Email Marketing

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