| It’s the B2C marketing mantra: Attract. Addict. Convert. And add to that: Burn through the advertising budget — if recent totals for online advertising are any measure.
The Internet Advertising Bureau, a New York trade group, in conjunction with PricewaterhouseCoopers, predicted online ad expenditures will balloon to more than $43 billion in the next four years.
Online advertising is maturing, and not because of the billions being spent. Increasingly, advertisers recognize that they’re building brand recognition maybe even more than driving sales. They’re getting new metrics to gauge the effectiveness of their ad spending, and are testing the synergies between online, TV and print advertising.
What’s more, they’re forcing ad agencies and measurement companies to be more scientific with campaign audits, focus groups and message-recall statistics. |
