The possibility of advertisers to have high-quality data on the effectiveness of their online advertising spend, in what is in any case a period of great financial crunch, which will last for many years, will certainly facilitate an increase in the share of advertising spend that ends up online.
This trend - which is already strong - is facilitated by the continuous increase in penetration and use of the internet, which continues despite the economic crisis. At the same time, the decrease in advertising funds pushes advertisers to reduce the variety of the mix they use. Something that benefits depending on the type of campaign either mass media (such as television or in some cases radio), or media that can act as different kinds of specialized tools, multiplying the possibilities of the mass message, such as the internet, which can ensure unique quality audience targeting.
Providing high quality data but it is not enough by itself. Some more moves are needed for the internet to gain the prestige it deserves as a new dynamic medium in Greece. One of the most important is to limit the para-advertising activity that takes place extensively in it and creates unfair competition for those who follow the legality and opaque environment in general, which prevents or discourages many advertisers.
This case it concerns above all the tax authorities and the very competent e-crime department, which deserve to deal with these phenomena systematically and with the same intensity as they pursue other categories of tax evasion and illegality. It is not so much the extent of the related activities, although these are constantly increasing as the internet itself expands, but the symbolic image of illegality that is known and obvious to everyone, that works extremely negatively both for the market itself and for the general picture of tax policy.
It is also important to finalize the case of not submitting the internet to the logic of advertising. The postage stamp scandal, which we have been writing about for many years, should not be extended. The final decision by whichever government emerges, on the future of the messenger, should also include the operation of the internet forever without this unnecessary and unreasonable burden. In any case, ENED's moves are in the positive direction and will create a much better environment for the development of advertising expenditure in this dynamic medium, which today, apart from everything else, offers a future and hope for many young children who are thus saved even with low wages, from the spectrum of unemployment.

SOURCE: https://press-gr.blogspot.gr/2012/05/blog-post_4098.html