The potential for online as a medium for building B2B brand awareness is increasingly being fulfilled, the AOP research adds.
Standard advertising formats, such as banners, are still used but there is a "considerable" use of editorial tie-ins, including advertorials and sponsorship on publishers' websites.
"In the B2B space, companies are increasingly recognising the value that can be delivered via online advertising and marketing. There is now a realisation that you can develop and build brands online as well as effectively generate response," explained Bill Murray, AOP chairman and managing director of group business information strategy, Haymarket Publishing.
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