Media is fragmenting.
Increasing number of media vehicles in TV and print poses a situation where users seem to be experiencing a plethora of media vehicle based on consumer behaviour and insight. This is a big challenge, where marketers now need to have a crystal clear understanding of every media vehicle so that they can reach the right target for their message delivery. Failing of which means, the very purpose of running the message will be defeated. Especially apt for my B2B cousins where ‘focus’ is everything!
Internet comes to the rescue.
It has opened up many ways to reach the right target in more interactive and measurable ways. Hence online advertising is emerging as a very strong and effective medium. It’s not only helping diverting the traffic to advertiser’s website but also helping in a gradual but a very strong brand building.
Display advertising has held the biggest pie of overall online adver...