TV and Web ad dollars are not made equal: IPG

The distinction can spell the difference between a successful ad campaign and one which makes little to no impact on the consumer, reports VICTORIA HO

Published Sun, Oct 6, 2013 · 10:00 PM

A TELEVISION commercial is not absorbed the same way when it is on the Internet, and your online dollars could easily go to waste if you do not consider the difference, warns Neeraj Gulati, director for social media, World Markets Asia at IPG Mediabrands.

IPG Mediabrands is a media agency belonging to IPG, one of the big four global advertising agencies.

Mr Gulati told BizIT that viewers watch online video while they are engaged and actively interacting with the PC. "When you're on the computer . . . you're searching for content yourself, compared with being served images."

TV, in contrast, he descr…

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