Online advertising allows easy success measure

The measurability of online advertising - such as pay per click - makes it easier for businesses to monitor the success of their marketing campaigns, it has been claimed.

Eva Berg-Winters, senior manager and new media specialist at PricewaterhouseCoopers, said that firms were currently looking for more accountability and measurability.

"With search spend you can see how many clicks you have received and how many people are coming through your website or even buying your products," she explained.

This was valuable as it allowed marketers to prove the success of this type of advertising.

While TV advertising only allowed brands to observe the audience numbers who might have seen their advert, online marketing was better at drawing a line between ad spend and sales, she stated.

Ms Berg-Winters' comments come after ZenithOptimedia revealed online advertising has held up even better than predicted three months ago.

This was due to its familiar virtues of transparency, accountability and flexibility.

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