Friday 11 April 2008

Online advertisers should create video ads specifically for target media

Companies advertising their products on the internet need to create adverts that are specifically suited to the online environment, much as they would for TV adverts or those shown in the cinema.

That is according to the Internet Advertising Bureau (IAB), the trade association for the internet marketing industry. It predicted that online advertising would merge with traditional advertising as programming is delivered to television screens by the internet.

Jack Wallington, programmes manager at the IAB, said: "At the moment it’s not about replacing traditional advertising because the two differ in terms of how they are accessed and the consumer experience.

"It's important that advertisers create video advertising specifically for online, in the same way that they would for the cinema and living room."

According to a report published by analyst Forrester Research last year, 52 per cent of people regularly log online and spend more time surfing the internet than watching TV.

It predicted that pan-European online advertising could grow to £10.8 billion by 2012, almost double the level it was in 2006.

Category: Marketing campaigns

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