Measurability ‘key reason for web ad popularity’
The ease with which marketers can measure and track online campaigns is the main reason why the internet has become an integral channel for companies’ promotional efforts, according to one expert.
Recent statistics from the Internet Advertising Bureau (IAB) show that spending on online marketing reached £1.7 billion in the first half of 2008, up 21 per cent on last year.
Chris Lake, editor-in-chief of E-consultancy, noted that the growing attractiveness of the internet can be attributed to its measurability, as businesses are able to track the journey of web users from the moment they click through to a website from an ad to the final purchase.
This is something that more traditional channels like print and TV are unable to offer, he said.
"In a recessionary climate we’ve got much more focus on proving return on investment," Mr Lake stated.
"That’s pretty much why the internet has taken off in terms of advertising, because of measurability."
Search engine marketing was one of the key drivers of spending growth earlier this year, according to the IAB report.
