News Categories
Latest News
News Archive
|
|
Digital media becoming 'central force' in marketing strategy New US report shows growth of spending on online video advertising.
Video productions and other online media are becoming an integral part of firms' marketing strategies.
That is the view of Randall Rothenberg, president of the Interactive Advertising Bureau (IAB), a US organisation comprised of more than 460 leading media and technology companies.
"As consumers spend more of their time immersed in digital media, marketers are increasingly reaching them there - building brands online and making digital the central force in their cross-media strategies," he said.
Mr Rothenberg was commenting on the findings of the IAB's Internet Advertising Revenue Report for the full year 2009, compiled in conjunction with PricewaterhouseCoopers (PwC).
It revealed that spending on display advertising in the US rose by four per cent from 2008 to reach $8 billion (£5.3 billion).
This was largely driven by a 39 per cent growth in online video productions over the same period.
"The latest IAB Internet Advertising Revenue Report makes clear that digital media are now a core component of successful advertising and marketing campaigns," added Mr Rothenberg.
The figures mirror those recently reported in the UK, with a PwC and Internet Advertising Bureau study revealing spending on online video grew 140 per cent in 2009.
Posted by Liam Wallace
|
|