Business broadband ‘key to marketing for firms’

Companies are increasingly using their business broadband connections to market themselves, an expert has claimed.

Jamie Estrin, managing director of video advertising network Web TV Enterprise, says that video-on-demand (VOD) campaigns have been growing in popularity among numerous sectors, including fast moving consumer goods.

He says that some organisations which tend to focus their advertising on television have yet to invest in this form of promotion, but highlights the fact that organisations are increasingly willing to focus their energy on online-only adverts, emphasising the value of a business broadband connection.

The crucial aspect of a campaign based on this medium is ensuring that the content environment is right, as this can allow firms to connect with the right audience, he states.

Mr Estrin adds that VOD is an extension of the traditional TV spot for companies with business broadband and has the benefits of being more targeted.

Recent research by Web TV Enterprise has found that the number of people using advertising techniques over business broadband has quadrupled in the last 12 months.

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