Businesses looking to take advantage of the opportunities the internet offers for expanding their brand need to change the way they think about their online marketing services.
This is according to Matt McAlister, director of digital strategy at the Guardian Media Group, who stated companies faced a real challenge to be noticed in such a fast-growing sector.
He pointed out the top ad networks had seen over 100 million unique users a month in 2008, which he explained was a traffic figure only a handful of dotcoms could match.
A recent comScore report revealed almost 1.3 trillion display ads had been delivered to US internet users in the third quarter of this year, an increase of 22 per cent from the same period in 2009.
Mr McAlister said organisations that viewed their websites as just a "publishing platform" would be "a small piece in a really fast growing universe".
He added those media groups looking to fully exploit the market needed to "change the way [they] think about what it is [they] do as a company".
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