UK media groups gear up to leverage targeted online advertising boom

Britain’s beleaguered broadcasters and publishers are ultimately getting truly and fully geared up to grab their rightful share of the booming online ad market by combining behavioural targeting with sophisticated video ads. But as more content shifts to the Internet, from TV programmes to UGC or user-generated content, those same groups will be required to get innovative if their web sites are to retain popularity with users so that they command high prices for advertising space.

Media groups in the UK, which has the most developed online advertising market, have long turned to the Internet for offsetting the continuous fall in their traditional revenues. However, they’ve struggled to fight with the giant portals of AOL and Yahoo!. Analysts and advertising executives state that the web sites that currently draw highest CPMs - the all important cost per 1,000 views of an advert (a common industry metric) - are premium channels like finance on big portals, such as Yahoo!.

But broadcasters and publishers have the content, which attracts viewers and could efficiently exploit the complete potential of online video ads, leading to a very sophisticated offering.

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