Can the internet build a brand?

The internet is a rapidly maturing advertising medium, and now attracts greater levels of adspend than more traditional formats such as outdoor and cinema in the UK.

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...

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