Increased focus on ROI with search engines

There is a large focus on return on investment (ROI) with search engines this year and advertisers therefore need to plan and initiate campaigns more carefully than before, it is said.

Alison Fennah, executive director of the European Interactive Advertising Association (EIAA), believes the move to more attention on ROI will mean advertisers will have to look to use all available tools more.

She suggests that “perhaps some companies haven’t dominated that kind of three prong process of plan-implement-track”.

There is pressure to be more effective in a number of areas, including organic search and brand advertising, Ms Fennah asserts.

She claims that interactive media is “the most talked about media”, adding that this is where people are looking to invest large sums of their money.

EIAA is a pan-European trade body for media organisations focused on expanding interactive business, providing a single voice for the interactive advertising sector.