Search engine ads 'most effective'

28th December 2007

In the world of internet advertising, search engine ad results have been found to be the best performing, research has found.

The Deliotte & Touche's (D&T) survey, which was provided to the Hollywood Reporter prior to its official publication, found that 78 per cent find search engine adverts effective.

Its closest rival was interactive advertising, voted as successful advertising by 62 per cent, closely followed by banner ads at 60 per cent.

The conclusion from D&T from its overall research was that a multi-platform strategy was vital to the success of a campaign.

Ken August, vice chairman and national sector leader for the company's media and entertainment practice, said: "I think for advertisers one of the conclusions is you don't make decisions to advertise either on television or the internet when you want to hit all the demographics."

Meanwhile, the India Times has speculated on the uncertainty around ad spend in the coming year.

The website spoke to companies who though the industry was in for a hard time, while others - such as ZenithOptimedia - were optimistic.