Online advertising success easier to assess
Fri, 10 Jul 2009
The measurability of online advertising makes it far easier for businesses to monitor the success of their marketing campaigns, it has been suggested.
Commenting after eMarketer's latest online marketing report indicated that UK marketers are shifting budgets from traditional media to online campaigns, Eva Berg-Winters, senior manager and new media specialist at PricewaterhouseCoopers, said internet advertising appeals to businesses due to its accountability.
This, she suggested, is unmatched by other channels and very attractive to firms wishing to assess their return on investment.
Marketers need to prove to their chief executives why money has been spent in the downturn, especially as online budgets have been slashed, Ms Berg-Winters added.
She said: "With search spend you can see how many clicks you have received and how many people are coming through your website or even buying your products – so you can prove the success of this type of advertising.
"With a TV campaign you can only observe the audience numbers who might have seen your advert. Online is much better at drawing a line between ad spend and sales."
eMarketer has predicted that £3.38 billion will be spent online this year - more than 20 per cent of all UK ad spending.
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