Targeted campaigns 'deliver best results'

Companies should aim to make their campaigns as targeted as possible to achieve the best results, according to one expert from the Internet Advertising Bureau (IAB).

Jack Wallington, chair of the IAB's Search Council, explained that targeted internet marketing campaigns are beneficial for businesses as they are directed at those consumers who are likely to have the greatest demand for their products.

Commenting on the recent launch of new ad targeting services by Yahoo!, he added: "The fact that targeting and retargeting is proven to improve the effectiveness of advertising campaigns suggests that [these new tools] will be even better."

Yahoo!'s new products include targeting offerings for search engine marketers and those running display ad campaigns and were announced by the company last week.

About £333.8 million was spent on display ads by UK marketers in the first six months of 2008, with £981 million being spent on search ads, according to the IAB.