Those involved in online PR could learn a lot from forward-thinking celebrities with regards to promotion, an industry expert has suggested.

According to Amy Kean, writing on the Internet Advertising Bureau’s blog, those in the public eye can be thought of as brands and are often very technologically progressive and artists such as Lady Gaga are now tailoring their performances to one of many factors, including the medium, device they will be played on or consumer mentality.

"When you consider that videos are played online on an even smaller screen, sometimes providing the same content on all devices will not be relevant," Ms Kean said.

She added that Lady Gaga has admitted to working hard on her live acts so as to make them suitable for platforms such as YouTube as many of her fans, who cannot attend certain concerts, turn to the web to watch them.

In recent news, a report by Web TV Enterprise recommended that online marketing services should be using digital video streaming in their campaigns and in creating bespoke premium placements.

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