Online marketing 'increasingly used with TV ads'

14:19 23rd February 2010

Companies in Lancashire that are looking to boost the success of their online marketing should consider combining it with TV advertising, an expert has suggested.

Eva Berg-Winters, senior manager and new media specialist at PricewaterhouseCoopers, said that both channels are being seen as strong formats at present, so it is has become increasingly common to see them working in tandem.

She added that many firms also now have a cross-media approach which sees them "leverage the strengths of the individual media channels", as well as the power they offer when used together.

"We are seeing that TV and online are becoming increasingly close and with the launch of Seesaw this week, this is an example of how TV is moving towards online," she explained.

"As these media become closer, so too does the respective advertising and the two will soon become hard to distinguish."

Recent research published by Thinkbox revealed that online brands have invested £170 million in television advertising over the past five years.

According to the report, two-screen viewing of online and TV content has driven growth in this area, while 239 online brands now also advertise on the small screen.

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