Brands turn online for cheaper ad rates

The number of brands launching online display ad campaigns has risen, as companies capitalise on lower ad rate opportunities in the face of the recession.

Latest figures from Nielsen Online reveals that the number of online display advertising campaigns rose 12% in the second quarter compared to the corresponding 2008 period.

Similarly, the number of online banner ads rose 16% during the quarter, while the number of advertisers trying out the medium rose 11%.

Alex Burmaster, Nielsen Online communications director UK and Europe, Middle East and Africa, says growth has continued through the economic downturn due to cheaper ad rates compared to more expensive media, such as TV which also bring with it high productions costs.

He adds that in an environment where ad budgets are being cut, marketers are having to justify their spend more acutely, with online proving to be the most measurable form of advertising.

“So spend can gravitate in that direction. These two factors can be quite tempting to advertisers who haven’t tried online before and think that this is actually a good time to experiment with it,” he says.

“With online you can still do quite a bit even if you don’t have a huge budget – particularly if you buy advertising on a cost per acquisition basis.”

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