More imagination is needed to drive TV viewers online

The article discusses the difficulties involved in television campaigns designed to drive viewers online.

More imagination is needed to drive TV viewers online

Jennie Sallows

With the fate of bricks-and-mortar retailers all over Britain hanging in the balance, the on-line environment now looks a far safer haven than the high street for anyone with something to sell.

The biggest online traders are among the few businesses that would have enjoyed a sound night's sleep in recent months, as famous high street names teetered on the brink of disaster or fell into the abyss.

Finance and insurance are also becoming dominated by online entrants, and television schedules are creaking under the weight of campaigns designed...

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