Marketers 'trying different types of media'

11 May 2007

Online marketers are increasingly trying to diversify the platforms on which they advertise in a bid to get ahead in the crowed internet advertising marketplace, it has been revealed.

Research from Thomson Intermedia has shown that display advertising rose by nine per cent from April 2006 until the end of March this year, with the figure not even taking into account increases in search marketing.

And it is search that is experiencing the biggest expenditure increases, according to industry analysts.

"We're not surprised to see spending on internet display ads continue to outstrip the modest overall rise in UK media spend. Search-related advertising is growing even more quickly," commented Karin von Abrams, senior analyst at eMarketer.com.

The research website also quotes Thomson's Sarah Jane Thomson as emphasising that marketers' tendency to spread their campaigns across many platforms may ultimately begin to fade away.

"One fear we should see assuaged with time is of audiences fragmenting endlessly, eroding forever the critical mass traditional media once offered," Ms Thomson commented.

Marketing as opposed to IT departments are increasingly responsible for overseeing their firms' online presence, research from management solutions firm Interwoven found this week.

Category: Natural search, Online marketing