The following e-mail will be sent on your behalf.

 has sent the following story to you from ElectricNews.net.

The story is available from https://electricnews.net/news.html?code=1481938

Successful ads to become interactive
Tuesday, April 10 2001
by Tony O'Brien


Net-based advertising is set to grow to EUR6 billion - or five percent of all
advertising spent - by in the year 2005, according to new research.

In order to fully exploit this potential, marketers must take account of new
interactive scenarios and advertisements that mirror consumer behaviour,
according to a new report from Forrester Research.



To take advantage of the new situation, marketers will have to drop traditional
one-way, one-time, one-size-fits-all advertising campaigns.



The study, carried out by Forrester Research of Amsterdam, said the challenge of
integrating off-line and on-line campaigns will be compounded by the emergence of
new interactive devices such as mobile phones and iDTV set-top boxes. These new
channels will be vying for the same consumers' attention and advertisers'
budgets.



"Marketers must embrace the more ambitious, integrative framework of digital
marketing - redefining their goals, their roles and their metrics around
interactive scenarios," said Forrester analyst Diana Janssen.



Such scenarios should be designed to create end-to-end, cross-channel consumer
experiences, the company said. To exploit the full potential of interactivity,
marketers would have to drop traditional "one-way, one-time, one-size-fits-all
advertising campaigns."



Instead, executives must use interactive scenarios in fitting with interactive
media, she stated.



For the report, "Rewriting Online Ads," Forrester spoke with 31 leading
advertisers - 17 large clicks-and-mortar companies and 14 dot.coms - along with
28 on-line media and ad agencies.



It advised that in order to create an integrated consumer experience, interactive
scenarios required teams to co-operate within the firm across departmental
boundaries of communications, direct marketing, sales and customer service.



Executives should use the Net's tracking capacity to measure advertising
effectiveness across all stages of interactive scenarios - from awareness
creation to customer service. In addition, they should judge their
performance-based deals through new, more pointed result measures rather than
just click-through rates and sales, said the report.



Managers will then sit down with media planners to reproduce the winning
placement and scenario combinations.



"Marketers should assign specific tasks to best-of-breed suppliers and entrust
the creative process to dedicated shops while allocating production, distribution
and technology deployment to traditional and on-line ad agencies," said
Janssen.