Diversity of advertiser solutions means online offers something for everyone

Online advertising in the UK continues to grow, this time to just under £2 billion for the first half of 2010. Exciting, but this growth isn’t the real story. The most interesting thing is that the latest IAB / PwC figures show that digital advertising offers the advertiser a really broad range of advertising solutions – meaning that it can accommodate the needs and objectives of any marketing campaign – from direct response to brand building.

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The World Cup – a game of two devices (at least)

How did you watch the World Cup? If it was a big evening game then it was probably on telly, but as Ofcom confirmed yesterday you were probably using another device at the time – most likely your mobile or laptop. If you were keeping up with a lunchtime or afternoon game, especially at work, then there’s also a good chance that you enjoyed the World Cup online or on your mobile.

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Search marketers hooked on traffic but demand attribution metrics

Search marketers are currently using traffic volumes to judge the success of their campaigns, but need more conversion attribution data to fully understand the effectiveness of their activities.

The IAB’s 2010 National Search Marketing Barometer, completed by 144 search marketing professionals, highlights the data needs and frustrations of the search marketing community. The results of the research show that traffic levels are the most popular way of assessing activities – followed by sales and conversions, cost per engagement, visit duration and bounce rates.

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