The rise of interactive video and social media as popular advertising platforms is stealing the thunder from traditional online mediums such as banner ads and display, Frost & Sullivan reports in its Australian Online General and Mobile Advertising Market Report 2011. In the study, the research firm finds that overall online ad budgets are on the rise, but that money is increasingly flowing away from general advertising into rich-media content, especially video. The report also found ad campaigns continue to go mobile despite persistent challenges such as insufficient industry and agency awareness.

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