Europe's online boom has advertisers rushing to follow
Online advertising expenditures in Britain skyrocketed by 60 percent last year, to about $1.2 billion. Online now accounts for 3.9 percent of total ad spending, squeaking past radio and outdoor advertising. Now, there are signs that the same trend is stirring in the United States.
Advertisers need to go where consumers are, and increasingly, consumers are in front of their computers
In a trend that may soon be replicated in the United States, studies in Britain show that people with Internet access now spend as much time online as listening to the radio, and twice as much time online as reading newspapers and magazines.
The shift is tied to the rapid adoption of high-speed connections, and advertisers are responding by making online video a major part of new campaigns.
"The Coca-Colas of the world are doing what they call branded entertainment," said Fiona McDonnell, a senior analyst at Forrester Research in Amsterdam. "They know that entertainment goes down better with people than advertising.
"This type of format, which often utilizes video, allows interaction with the consumer and doesn't annoy the consumer as much as something like a pop-up ad," she said.
And Microsoft's (Nasdaq: MSFT) MSN and Coca-Cola's Sprite brand joined together last month to launch a branded online entertainment experience dubbed "the Scenario" that allows teenagers to experience the hottest DJs in the country
Read the article: www.ecommercetimes.com
posted by Michael-C-Wood @ 8:18 AM
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