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Published on .

BRUSSELS -- Net-based advertising in Europe will grow to $5.4 billion, or 5% of all advertising spent in 2005, but to exploit this potential, marketers must redefine their own goals and organization, according to a new report by e-commerce research company Forrester Research.

Forrester predicts that net-based advertisers will want agencies and media to develop more integrated ad campaigns that take account of the many different devices consumers will soon be using to access the Internet.

"The challenge of integrating offline and online campaigns will be compounded by the emergence of new interactive devices like mobile phones and TV set-top boxes vying for the same consumer's attention and advertiser's budget," said Forrester analyst Diana Janssen.

"Marketers must embrace the more ambitious, integrative framework of digital marketing," she said.

To exploit the full potential of interactivity, she said, marketers must drop traditional one-way, one-time, one-size-fits-all advertising campaigns. Instead, executives must use interactive scenarios in fitting with interactive media. -- Paul Meller

Copyright April 2001, Crain Communications Inc.

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