Factors impacting the Effectiveness of Online Advertising

Marketing companies looking to put together a successful campaign need to make sure their material is accessible to the chosen audience.

This is the latest advice from Ed Robinson, executive creative director and co-founder of The Viral Factory, who highlighted that people are not automatically going to be interested in what a firm has to say.

With internet ads, he emphasised that they are likely to divide public opinion, which is not something that firms should be afraid of.

"Most broadcast ads are as universal as possible, but with the internet the audience tends to go to places where they can find the type of content they like among a community of like-minded people," he explained.

Mr Robinson stressed that making an ad accessible will mean that a debate is generated around it, which in turn will help get the message across to a wider audience. 

Fewer than one in six video ads achieve high viral viewing, according to new research from Millward Brown.

It discovered that TV ads are often supported online, as people head to the web in order to watch them again or find out more about the product on offer.

Source: Millward Brown