The benefits of ecommerce for those in the online advertising world have been emphasised during Ad:Tech 2009 in New York.

Speaking at the event, chief executive of Triad Digital Media Greg Murtagh noted that, through retail online media, important consumers can be reached while building loyalty with retailers, Destination CRM reports.

The news source cited US-based company Wal-Mart as an example of a brand showing the way for those in the online marketing services industry by letting them "enter the conversation" through interactive ads, games, sponsored content and click-off microsites.

It further observed that retailers are becoming "much more friendly to the advertising dollar".

And it went on to say that, because of this, ecommerce is hoping to be marketing’s "new best friend".

Earlier this month, advertisers were advised by Tim Dunn of MIG to concentrate on the mobile internet, as many in the sector are blind to the opportunities it offers.

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