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Media companies looking to move online, claims expert Online and TV marketing will soon become hard to distinguish, says new media specialist.
Online marketing techniques, such as video productions, are becoming an increasingly common tool of large media companies, it has been claimed.
According to Eva Berg-Winters, senior manager and new media specialist at PricewaterhouseCoopers, advertisers are branching out from traditional media, while at the same time TV and online marketing are beginning to converge.
"Online brands want to make the most out of TV and large media companies want to move some of their spend to online and with both being such strong advertising channels, it's not surprising that one advertises on the other," she said.
Ms Berg-Winters cited the recent launch of Seesaw, an online video-on-demand service.
"This is an example of how TV is moving towards online. As these media become closer so too does the respective advertising and the two will soon become hard to distinguish."
Her comments follow recently published research by Thinkbox, which found that 54 per cent of the broadband-enabled population claim to watch TV concurrently with being online every day.
Posted by Angela Metcalfe
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