In 2007, 93 % of Czech companies used Internet advertising, mostly in the form of product campaign. The most frequently used format was banners or key words, and also text advertisements. Among the most important factors influencing further investments into Internet advertising are measurability of campaigns, their precise targeting and the reachability of specific target groups of customers. These are the key conclusions of the Internet Advertising Drivers marketing research, executed exclusively for the Internet Advertising Association by the Mediaresearch research agency.
“With this project, whose detailed conclusions will be made available to all of our members, we monitored the market of advertisers and their willingness to tell us their marketing budgets. In two waves, we addressed the so called decision makers, i.e., those who decide about the directing of advertising investments into various media, and we asked them what we should do in order to increase the volume of money spent on Internet advertising. Of course we are also interested in those who are still undecided, especially from the ranks of advertisers of fast moving goods, to include the Internet as a constant part of their media mix,” says Kateřina Hrubešová, the Chief Executive of SPIR.
According to the above mentioned research project, Internet advertising has become a standard mean of communication and satisfaction with it is relatively high. Among the most frequently mentioned reasons for using this form of advertising are: introducing a new product to the market, support of on-line brands and support of brand. Advertisers estimate that the share of Internet advertising of the media mix will once again increase this year, at the expense of both print (first and foremost) as well as television budgets.
The Internet Advertising Drivers research project is a part of the SPIR activities for the support and development of the Internet as an advertising medium. The research took place in two waves and consisted of qualitative and quantitative questions. These are the conclusions of the second part of the project, in which 150 marketing managers from the ranks of advertisers responded and which took place in March and April of this year. Another activity for the support of Internet development was the recent Internet Advertising Conference 2008 event, which reviewed the present state of Internet advertising in the Czech Republic and factually confirmed the conclusions of this research.
SPIR is a professional association active in the area of Internet advertising since the year 2000. It consists of two sections that represent both sides of the advertising market – the Internet media section and the Internet advertisers section. At present, the membership base of the association consists of a total of 48 members in both sections. In addition to the operation of a unified and widely respected monitoring of visitor rates and socio-demographic profile of Internet visitors, NetMonitor, it also executes an Internet advertising monitoring project, AdMonitoring.
For further information, please call:
SPIR Chief Executive
Tel: 224 251 250, 777 306 151
Marketing & Event Manager
Tel: 224 251 250, 777 151 482