US internet shoppers more comfortable with online ads

Shoppers in the US are interacting more than ever with online advertising, according to digital marketing company Eyeblaster.

A survey carried out by the company has indicated that online shoppers displayed a "new comfort level" with rich media advertising over the festive period.

The data indicates that consumers spent 35 per cent more time interacting with online advertising than they did during the same period in 2006.

Eyeblaster attributed this figure to the shift in online marketing strategy, with retailers moving towards user-expandable as opposed to auto-expanding advertising.

According to the company, the results highlight the power of interactive, target-specific advertising.

Eyeblaster cited internet retailer The Home Depot as a successful example, quoting its senior manager of multicultural marketing Rebeca Ruiz.

She said: "The collaboration between the Vidal Partnership and Eyeblaster helped us reach our valued Hispanic consumers in a creative a culturally relevant way."

The number of UK consumers doing their Christmas shopping online is increasing, according to retail specialist Actinic. A recent poll by the company revealed that the number of people making their Christmas purchases online had risen by 27 per cent compared with the 2006 figures.

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