Viewpoint: Joe Fernandez, assistant editor, Pitch

  • Click here to read the cover story relating to this ’Confounded by the complexity of the web?’
  • Click here to read how Eurostar has upped its online spend
  • Click here for expert viewpoints on online marketing

The web has evolved into a complex beast since its conception and keeping up with that will always be a challenge.

For this reason, it’s perhaps unsurprising that marketers prefer to leave it to the experts to place their ads in the online locations that they feel work best for a particular brand.

What’s more important is that marketers find the time to ensure their web strategy is right for the brand and does not prove to be detrimental. Remember the outrage when Marks & Spencer allowed alcohol adverts to appear on a pre-teen gaming website?

Yet, most marketers will leave the responsibility of placing ads in the hands of their media agencies, which in turn go to the major ad networks first.

The reasons for this are much the same as why traditional ads will debut and subsequently play during a set time of the day around selected programmes – it is where the eyeballs will be and where the recall opportunities will be highest.

There are now greater opportunities for brands to target people in a particular mindset, and marketers need to get up to speed in terms of understanding how to target these different mindsets. Those that want to appeal to a gaming audience, for example, need to focus on where they go online. Gamers will naturally gravitate to seeking out the latest news, reviews, cheats or forums that focus on their hobby. So advertisers should focus on being present around these opportunities.

The smartphone and iPad era means that understanding these mindsets is all the more important. Agencies are working closely with manufacturers to maximise branding opportunities on these devices, and in turn explore new advertising potential. This truly will give content owners the very best possible yield on its ad inventory.

But marketers need to educate themselves quickly in online advertising if they are to take advantage of new opportunities based around targeting the right audience in the digital space.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here