News : Market United Rides Rise Of Digital Media

30-7-2007

The winds of change are blowing across Australia’s advertising landscape, forced by the rise of the internet, mobile phones and other digital media.

According to a recent article in the Australian Financial Review, the influence of the internet on consumers, compared to other traditional forms of advertising, is forcing the advertising industry to adapt quickly.

“The figures show that the internet accounts for only 10% of the $12 billion spent on media advertising this year, but we expect this is going to change significantly in the near future,” said Market United General Manager Sandra Riches.

“Marketers are seeing the need to reassess their approach to digital forms of advertising, and allocate an increasing amount of campaign budgets to online spends.

“We’re even seeing an increasing number of instances where our online creative approach is influencing the advertising used offline for certain clients. It’s certainly a coup for the digital marketing industry that we’ve become a source of support to traditional agencies in meeting a client’s digital media needs to provide a fully integrated campaign,” she added.