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| TV and web 'work well together for effective online advertising' |
| Friday, 18 September 2009 00:00 |
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Television and the web can be combined in order to achieve effective online advertising campaigns, an expert body has said. According to television marketing organisation Thinkbox, TV is a good way to complement online campaigns because "the gap between seeing a TV ad and being able to do something about it is getting shorter". Tess Alps, chief executive of Thinkbox, said that although the internet and TV function together in an extremely effective way, marketers are only just beginning to realise the influence it has. Speaking at the Westminster Media Forum: The Future of Advertising, she commented: "Because there's more free media through social media, TV starts the party if you like. There's more ad budget left to spend on TV because it gets the ball rolling." Commercial TV accounted for 63.7 per cent of total broadcast TV viewing in the first six months of the year, according to new figures from the Broadcasters' Audience Research Board.  |