Wise advertisers have realised that their message will have the most impact if it's seen over a variety of media. Integrated campaigns take the TV advert as their starting point and then carry the theme and design through to print, direct mail and now online adverts. This re-inforces the campaign's message, but also shows that the advertiser realises that many people are now using a variety of media to get their news and information.

As internet usage grows, the importance of the online portion of the advertising market will grow too. Advertising agencies will need to look at ways of making the same creative use of the internet as they currently do of the television, which has historically been the measure of an agency's worth. This means devoting some time to researching the online medium, finding out how, why and when people use it and what the likelihood is of them buying online, either considered or impulse purchases.

The growth of IP (Internet Protocol) Video on Demand services could be a key factor in the emergence of online advertising. The take-up of these services means advertisers can use their creative talents to produce quality adverts that can be viewed online, and to break new advertising ground with interactive, highly targeted adverts.

The winners in this new market are clearly the agencies, online companies and general businesses that can take advantage of the opportunity to boost sales in a targeted, measurable way. Unfortunately, there are losers too, and these could be the established media outlets such as newspapers, magazines, TV and radio.

Of those marketers who have said that they plan to increase their online advertising spend, many admit that this will come at the expense of some of their existing budget. It appears that many will reduce their spend on newspaper and magazine advertising, which are traditionally considered to be hard to measure, both in terms of response and return on investment. Consequently, print media will need to look at their own online offerings, to see whether they can rescue their advertising revenue by providing targeted online services to their advertisers. The one area of the print media which may escape too much damage is the Business-to-Business (B2B) magazine. By appealing to easily-identifiable markets, and re-producing their content online, together with back-issues and other services, B2B magazines could actually find their advertising revenue increasing. At Webevents, we can help to put your magazine online and boost your online advertising income. If you are interested in learning more about how Webevents can assist you with your digital publication needs then simply follow this link WebMags