News & Events

Marketers 'should target online audiences differently'

Date posted:

14th April 2008

Advertising campaigns should take care to target audiences with specific advertisements, according to one stakeholder.

Marketers should create different advertisements for online advertising than they do for television and other media, it has been claimed.

Jack Wallington, programmmes manager for the Internet Advertising Bureau (IAB), said that advertising campaigns should be specific to different audiences.

"[TV and online advertising] 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," he said.

Mr Wallington added that he thinks TV and video advertising will eventually merge as more people access television via the internet.

A 2007 report from research body Forrester found that 52 per cent of people regularly went online and spent more time on the internet than the television. It predicted that pan-European online advertising could reach £10.8 billion by 2012, which would be more than double that of 2006.

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