More good news for my business! Another positive article about online advertising -- the economic lifeblood of online journalism. :)
An excerpt from the BBC story:
Online ads win over the brand leaders | ||
Online advertising has come of age with major brands like American Express and Nike now firmly embracing the internet as an equal to more traditional promotional outlets. Yahoo has said a boom in online advertising helped it to more than double fourth-quarter profits to $187m (£143.2m) in the last three months of 2004. Newspaper groups, meanwhile, seeing a loss of revenue from print advertisements, are expanding their own internet operations as they bid to keep up with demand from marketers in a sector which is growing. "We saw a complete change of philosophy last year," says Jeff Lanctot, vice president of media at AvenueA/Razorfish, the largest independent online ad agency in the US. Faced with a multi-channel media landscape and corporate belt tightening, marketing departments began to see online advertising as a cost-effective medium. With its mass reach, it can now rival other entertainment outlets for audience size, says Mr Lanctot. "Brand advertisers once considered online an emerging technology they should test but in 2004 they considered it an essential part of their campaigns." |
