The Value of Online Advertising

Interactive Advertising Bureau touts value of Online Advertising focuses on Australia and New Zealand however; the research it touts is good news for the whole advertising industry. It was posted on The Channel, which is an industry online publication based out of New Zealand. The article discusses how recent research done by Nielson Online and the Interactive Advertising Bureau (IAB) suggests that online advertising contributes positively to brand building in New Zealand and Australia. By monitoring the online brand-building of several companies, both new and established, and compared how online activities positively affected both the new company and the established one. Through measuring how consumers interacted with their site and surveying other measures, including brand consideration, and purchasing of the product.
Mark Evans, CEO of the IAB, said it best when he said that the “result bode well for an increased spend in interactive advertising” in discussion in how this will affect the industry. As more of these results across the world are being published clients will begin to see the benefits of the online world and start shifting their budgets from the traditional to the untraditional and creating move work on interactive creative people and hopefully, from there, more interesting and innovative ads from clients. Hopefully, as advertisers place more money into interactive communications, consumers will be less annoyed by ads online as the industry now has the money to be more creative, take chances, take risks and truly think outside the box.
As I move into the industry it will be important to keep an eye on this kind of data as results become available for Canadian online advertising to help convince clients to take the plunge and increase their spending of online media. Further, it will also help cushion the blow as traditional advertisers make the move when they are unsure if they should or not. Positive results from studies like these show advertisers that the future is in interactive communications and that consumers really are interacting and learning with online material and using it to make their purchasing decisions. It will be important to plan and purchase online media and know the media habits of the target market in order to make this transition easier and less scary.