Online advertising tool launch 'is on target'

Plans for the introduction of a new online advertising tool in 2010 are still on track, the UK Online Measurement Company (Ukom) has stated.

Ukom is currently in what it has described as a "critical stage" of the development of the system, which may be of use to IT firms carrying out web-based lead generation when it is launched.

The body is currently in consultation with the marketing community regarding whether there is the necessary budget available to launch the tool and to ensure that that all parties are in "full agreement" over various aspects of the initiative.

Guy Phillipson, director of Ukom and the chief executive officer of the Internet Advertising Bureau, explained that "terrific progress" has been made since Ukom was established at the end of 2008.

"We are confident that we can introduce an advanced system with transparency comparable to traditional media surveys," he remarked, adding that it is now "essential" that the body works with the industry to ensure the tool is delivered.

Internet marketing expert Feras Alhlou recently claimed that knowledge of online advertising is essential for companies that are using the medium for lead generation.

He explained that firms need to ensure they can accurately carry out web analytics in order to ensure they are meeting their marketing targets.

Written by Julian Poulter and Copyright "Selling People 2009"