TITLE

Web not being integrated into offline ad campaigns

AUTHOR(S)
Armitt, Claire
PUB. DATE
July 2004
SOURCE
New Media Age;7/1/2004, p12
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article presents updates on the online advertising industry in Great Britain as of July 1, 2004. Confidence in online advertising from leading brands is growing, yet Web strategies continue to be developed in isolation from those offline. A report from Jupiter Research found that although more than two-thirds of advertisers in Europe currently promote their products or services via the Web or intend to do so, 44% of digital agencies working on projects said they had little or no contact with traditional agencies working on the same brand. Jupiter Research says this is despite three-quarters of digital agencies using some form of offline media in their online campaigns. While the online marketing landscape is becoming more integrated, it is clear that above-the-line, direct marketing and digital agencies are not collaborating closely enough to deliver truly integrated campaigns. However, the research did find 39% of digital agencies were briefed along with other marketing agencies at the beginning of a project, and worked closely throughout. Jupiter Research suggests advertisers should be responsible for improving communication between their agencies, to encourage greater coordination of campaigns.
ACCESSION #
13718972

 

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