Can the internet build a brand?
Andrew Green ZenithOptimedia
BACKGROUND
The internet is the fastest-growing major advertising vehicle in the world. Globally, $21.5 billion - 5% of total adspend - will be invested in the medium in 2006. In the UK, internet adspend now exceeds that on radio, cinema or outdoor1.
It is, in short, a rapidly maturing advertising medium that needs to be considered alongside more traditional advertising media when planning a campaign.
Advertising on the internet falls into three main types: display (e.g. banner) advertising, classified (e.g. recruitment) and search – where advertisers can link...