Marketing budgets diversify; room for live brand experiences?

Date: 24/02/2010

A number of online brands are spending a lot of money on establishing themselves through TV means, proving that the marketing cross-over can go against the grain of what is expected.

Eva Berg-Winters, senior manager and new media specialist at PricewaterhouseCoopers (PwC), noted that marketers generally have a strategy that transcends media boundaries because they have respective strengths and weaknesses.

This shows that live brand experiences may give them diversity needed to encapsulate potential buyers, leveraging the strengths of individual media channels.

Ms Berg-Winters added: "I think this a trend we will see continue - but it's not just the big guys such as Google and Amazon, medium sized brands like confused.com and others are advertising as well."

According to data from Nielsen Media Research, TV advertising now accounts for 71.5 per cent of online brands' measured investment in marketing, while 94 per cent of the UK has gone online as a direct result of watching TV over the last 12 months.

Posted by James Yorke ADNFCR-2060-ID-19635024-ADNFCR

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Marketing budgets diversify; room for live brand experiences?

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