News Categories
Latest News
News Archive
|
|
Online video production boom down to visible ROI Expert says easy measurability of internet advertising success explains its increased popularity.
Rapid growth in the use of internet marketing, such as video productions, is down to the easily measurable return on investment (ROI) it provides, an expert has claimed.
The Internet Advertising Bureau (IAB), in conjunction with PricewaterhouseCoopers, has released a report showing that UK internet advertising expenditure grew 4.2 per cent in 2009.
A large part of this was down to video advertising, which saw growth of 140 per cent.
According to Guy Phillipson, chief executive officer of the IAB, this can be largely attributed to the easy measurability of ROI, which has been a "game changer".
"You can adjust your campaign as it goes and not just with pay-per-click; within display as well you can tell how many people have seen your advertisement, how many have come onto your site and how many have come to buy online," he said.
"With that kind of data available, online marketing is becoming like the new finance."
The IAB survey is supported by a recent study by video advertising network Smartclip, which found 71 per cent of marketing professionals are planning on using online video in campaigns over the next twelve months.
|
|