Brands Making the Move to Online Advertising
Byline: Ben Hatton
ONLINE advertising has evolved and is now a rival to its older sibling, television.
According to a recent study by market research company Gfk and Google, which tracked consumer responses to eight different advertising campaigns, online advertising has a higher return on investment, encouraging far greater sales than television.
As one of the brands featured in the study, Cadbury has already seen success from the results, generating double the amount of what it spent on digital advertising with its online strategy.
There is now hard evidence of a change in the advertising status quo with brands looking at online advertising as the safe option in terms of delivering results.
Unlike television stations, which can only show a certain amount of advertisements between programmes, and within the broadcast range, the internet knows no such boundaries and can be accessed on a global scale.
Add in advancing technology that allows users to fast forward through, or omit adverts entirely, it's no wonder that brands are looking for an alternative.
Even Yahoo is taking steps to ensure it is at the forefront. …