Google has beaten England in the television advertising and the new motto of those responsible for marketing to launch new products could take on these proportions: Let it (the advertising) on the Web The theme â € ™ advertising on line is always in fashion and lâ € ™ on-line edition of Sole24ore spoke with Paul Vanossi, Managing Director of Trade Doubler Italy, the Swedish branch of the company (46 million euros of revenues € ™ in the last fiscal quarter), which operates as a protagonist in this area with a portfolio of tools for web marketing including affiliate programs for online publishers (AddTool) solutions for lâ € ™ optimization campaigns or long-term partnership (Media Toolbox), systems of pay per click and pay per lead and lâ € ™ innovative pay per call.

Google, the United Kingdom, has stolen the scepter for the TV advertising: It can mean that having this news?
The Web can not be pushed more into a corner, is not a more fragmented media and it is naturally going to absorb ever more companies must follow the trend of consumption and are aware that there must be network. And also a fact that media centers are leaving behind a conservative approach towards the middle: the powers focused on TV and print media are adding those on the site is an ongoing process of cultural evolution for all the means of mass communication.

How much is lâ € ™ on-line ad in today than in the days of the boom economy of the net?
€ ™ We are in the order of 210 million euros, equivalent to about € ™ lâ 1.5% of the total volume of advertising. Figures different from those developed in the U.S. and also in the United Kingdom, which reaches more than a business for more than 2 billion pounds. The environment around € ™ € ™ is a justified optimism for the future but in 2000 the market for online advertising already reached to touch 200 million. Now we talk about growth rates of 50%, we hope to be realistic.

Among the obstacles to growth occurring in demand around € ™ is also the cost of the tools of Web advertising?
The price factor is the state and it is secondary. Increasing the volume of will grow lien on the costs and it is natural for this to happen. Rather it is lack of awareness that the Web, unlike television and print, can effectively measure the results of an advertising campaign.

Who was the à ¨ â € œcolpaâ €?
Of all media centers, businesses and stakeholders. There is was a widespread fear of the new instruments, including the top spender on advertising. Avoid possible risks is still an important factor but it is no doubt that multinationals are a crucial driver of development, because © lâ € ™ emulation of competitors at international level generates new

Only companies active in the € ™ e-commerce, like various Monclick, eBay, Gruppo La Perla, Yoox, Lastminute, are specifically involved in the € ™ online advertising?
No, we can say that lâ € ™ conservative attitude of all companies, including traditional ones, is failing, even in terms of values invested. Costa Cruises think: does not sell directly online, at least to iTalk, but spends a lot to exploit the Internet for advertising and marketing

What instruments / services may be more suitable to SMEs in Italy?
Depends on the business goals and are still, in a logic that rewards return â € ™ investment, balancing the mix of services to be used. If you point to the brand awarness € ™ or the acquisition of new instruments must be assessed lead pay per click or pay per lead suitable to generate qualified traffic, if the purpose is strictly business sales are considered to be other solutions to performance. Trade Doubler now proposing in this optic € ™ a tool for campaign management, pay per call, which unlike the other represents the trait dâ € ™ union between on and off line in a long-term and go directly to results business for the customer: this is charged, in fact, that receives the call through the call center and has no need to constantly ensure their presence on the Internet, including web site, showcase of e-commerce and so on). The Web becomes a simple cosà ¬ channel of promotion and pay per call should be understood as a solution commensurate with the expectations of delivery of small and medium-sized companies that do not have online presence and can not handle large advertising budgets.

Finally we come to your business: in the third quarter of 2006, growth in turnover is was 54% at global level: in these are the development trends?
I can only say that the Rest Europe â € ™, lâ € ™ and is among these countries, presents the trend of growth more important.

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