Responding to the Future of Interactive Advertising

Wayne Arnold

Argues that interactive advertising is and should remain a specialist discipline. Profero, the author's company, was the first online interactive agency in the UK: its growth described.

Responding to the Future of Interactive Advertising

Wayne Arnold Profero

It could be argued that there has never been a more challenging time for the marketing and advertising industry. Consumers are becoming ever more sophisticated. With recent studies suggesting that interactive TV is starting to have a substantial impact on how viewers digest advertising (with users accessing interactive services during commercial breaks), marketers are constantly looking for new and fresh ideas to generate breakthrough and results.

Dotcom fever

With talks of a global recession and the inevitable tightening of financial belts, accountability and knowledge of results become a key...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands