Make Online Advertising Work for You; in Association with NETPARK NET
Byline: JULIE DRUMMOND
ADVERTISING is often alleged to be the first budget cut in a recession. Yet, this time around, the changing global communications landscape means traditional advertising must compete in new places and in new ways.
Firstly, online communications are predicted to grow. Year-on-year internet advertising budgets are increasing with UK online advertising spend up 21% in the first half 2008.
And TV and print Press is now merging with internet almost daily. As more people take up these services at home, more advertising revenue is naturally directed towards these mediums as advertising buyers clamber to exercise the theory that "we must be there before our competitors to gain an advantage".
Consumers now dictate where and when they want to access their media.
This means any advertising should follow and complement these, providing a simple experience the user will return to time and again.
So, 2009 is an exciting time with multiple possibilities for advertisers willing to reach out and do something different.
The internet offers exciting and innovative ways for people to interact and have greater control over the media they consume. Any advertising should complement this and be well thought through.
As businesses focus their 2009 ad budgets, they must remember to target their advertising in the right way. …