The internet and television are starting to merge in the fields of content marketing and advertising, in order to raise customer response rates, according to one expert. Eva Berg-Winters is the senior manager and new media specialist at professional services from PricewaterhouseCoopers. She believes the two mediums are merging, commenting that TV and internet marketing services could soon become difficult to tell apart.
This comes after research from ITV and the Direct Marketing Association found that using television and online advertising together, boosted customer response rates by 175 per cent. Another study carried out by Thinkbox, found a rise in ‘two-screen viewing’ in the UK, with 54 per cent of those who have broadband connections saying they watch TV while on the internet every day.
Thinkbox revealed that online brands have increased their TV advertising spend from £10 million in 2004, to £180 million in 2009.
Ms Berg-Winters said: “Online brands want to make the most out of TV and large media companies want to move some of their spend to online and with both being such strong advertising channels, it´s not surprising that one advertises on the other.”
Commenting on the Thinkbox figures, Amelia Toole of VCCP, the agency behind comparethemarket.com’s meerkat ads, said: “The best campaigns seamlessly weave on and offline together while making the most of the participation potential of individual channels.”
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