Marketers 'developing campaigns'
Thursday, 17, Apr 2008 10:29
Marketers are becoming increasingly sophisticated in their use of paid-for search marketing, a new report has asserted.
A study released by the Internet Advertising Bureau (IAB), alongside PriceWaterhouseCoopers and the World Advertising Research Centre, has revealed that last year the amount spent on search marketing grew by £1.6 billion.
It suggested that marketers are maturing in their use of the medium and developing better ways of exploiting it.
"Brands are now using search more intelligently, getting a greater return on investment through key phrases and more accurate targeting that reflects consumer behaviour," the study added.
Nicki Lynas, senior manager of entertainment and media practice with PricewaterhouseCoopers, asserted that the findings show internet advertising is a large and growing sector which will continue to expand rapidly.
The IAB notes that 67 per cent of the entire British adult population has internet access with online retailers the most popular destinations for those browsing the web.