TV vs online retail advertising

The targeting concerns that Ottokar Rosenberger from eHarmony raises in ’Will the picture improve for TV advertising data’ (MW 13 October) are very relevant given today’s media environment.

It will become increasingly important to provide evidence that any marketing a brand conducts is reaching an engaged audience. While TV does offer access to a wide audience, it is not necessarily an engaged one. Marketers need to be taking cues from today’s consumer, who is spending more time online than watching the TV.

Advertising spend has shifted online but brands now need to up the ante and take full advantage of the changing media landscape. Evolving channels such as Online Retail Media ads on ecommerce sites can offer a way to connect with consumers who are already engaged and open to dialogue with brands.

Phillip Rinn
Senior director
eBay Advertising International

Recommended

Keeping up brand promises

Webops Temp

I agree with Mark Choueke that the customer experience is the new battleground (Leader, MW 3 November). For seven years now I have refused to purchase anything from one retailer and one restaurant chain simply because of the appalling customer service I have received. I even go out of my way to advise others to […]

Make incentive schemes top the deal sites

Webops Temp

New Look’s Rob Froome is right when he says that to stand out from freely available deals on consumer websites, brands need to “personalise, add value and offer something different” (’Trip or Treat’, MW 20 October). With comparison sites and the like giving consumers easy access to deals, it is important that any closed user […]

High quality direct mail is in our hands

Webops Temp

We must encourage brands to become more responsible for accurately targeting direct mail (’DM industry agrees to opt-out overhaul’, MW 3 November). We (as the industry) have the intelligence to be able to precisely pinpoint and target potential customers rather than taking a blanket approach, which can instantly lead to brand damage by sending irrelevant […]

Comments

    Leave a comment