Online advertising purchases 'will radically shift'

Social interaction data analyst firm RadiumOne has predicted that the world of online advertising is about to experience a significant shift in the coming years.

Certainly, the presence of considerations such as social media is becoming harder and harder to ignore, as IT research and advisory firm Gartner recently claimed that ignoring the likes of Facebook and Twitter is likely to severely damage a firm's reputation.

Managing director for RadiumOne in Europe Rupert Staines said that emerging channels like Google+ are going to become more and more popular - but many similar platforms are also growing on a global scale.

He added that the ways in which advertising is bought will be hugely altered as a result of this kind of development.

"Instead of it being bought in the traditional method... you're going to start seeing advertisers targeting and buying audience segments, regardless of where those audience segments are," the expert commented.