Networks "improving" online lead generation capabilities

Advertising network agencies have had to alter the way they operate for web-based marketing campaigns.

Advertising network agencies are "improving" their ability to deal with online lead generation, according to an industry commentator.

Simon Mansell, managing director of the direct marketing company TBG, made his comments following a Group M study, which indicated that internet advertising will account for 15 per cent of global marketing next year.

He pointed out that it is difficult for larger companies to keep pace with the changing media landscape where online is taking up more of the market, but he felt that these bigger agencies are starting to work out how to deal in web-based adverts.

"It has been a big theme in the UK market that it has not been efficient for network agencies to take digital money, but they are gradually improving their capabilities," explained Mr Mansell.

In his opinion, traditionally, agencies will have only charged a two or three per cent margin for television or radio campaigns, but this has had to change in the digital market.

25/09/2009