Writers´ strike ´could encourage more people to use online advertising´

The ongoing writers´ strike in the US means that marketers are increasingly focusing their attention on online advertising streams, an industry expert has said.

VideoEgg said that 60 per cent of consumers are already online for between one and four hours every day and the company predicted that the current writers´ strike could be "another stake in the heart of advertisers" who persist in focusing their attention on TV marketing.

"With the current writers´ strike in full force the time is ripe for organisations to build new marketing muscle, and the winners will be the ones who jump in with two feet," explained Troy Young, chief marketing of VideoEgg.

"Brand advertisers will have to move more ad budgets into internet advertising and in particular into video commercials to stay competitive," added IDC analyst Karsten Weide.

"When budgeting time comes around, US advertisers have to decide where to invest their marketing dollars to get the most return on investment. Encouraging advertising clients´ decision to shift budgets onto the internet is the fact that Internet advertising is more effective than traditional advertising."

The writers´ strike began on November 5th and is yet to be resolved.