Online direct marketing and TV advertising 'becoming linked'

Companies are increasingly linking their online direct marketing efforts with TV advertising, according to PricewaterhouseCoopers.
The comments came after recent research from Thinkbox revealed that online brands have increased their TV ad spend from £10 million in 2004 to £180 million in 2009 - an annual increase of 172 per cent.

Eva Berg-Winters, senior manager and new media specialist at PricewaterhouseCoopers, said the results of the research are a sign that the two channels are moving even closer together.

"Online brands want to make the most out of TV and large media companies want to move some of their spend to online and with both being such strong advertising channels, it´s not surprising that one advertises on the other," said Ms Berg-Winters.

She noted that although TV and online have previously been two discreet markets with their own strengths and rules, this has since changed.

The advertising mediums are moving closer together and "the two will soon become hard to distinguish", she added.

Last week, a column in the Belfast Telegraph noted that email can be used effectively as part of an online direct marketing campaign to create brand awareness and help sales.
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