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Businesses can reach audience through widgets

Dec 03 2007

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Interactive applications known as widgets are an "extremely exciting prospect" for businesses looking to appeal to users of social networking websites, according to a trade association.

The Internet Advertising Bureau (IAB) says widgets are online application tools which can be downloaded from social networking sites, then added to the users' online experiences.

As they are utilised by the web user on request, the widgets are seen as effective advertising tools which do not resort to intrusive marketing messages says the IAB.

Amy Kean, press officer for the IAB, says: 'Widgets and toolbars are very easy for businesses to create and execute, and once the original production cost has been incurred can be an extremely cost-effective marketing tool.'

She adds that the most effective widgets will be 'entertaining and functional as well as providing something extra to the online session.'

Use of social networking websites in the UK is the highest in Europe according to recent research.

Findings from digital market analysts comScore show that UK users spend an average of 5.8 hours on social networking websites per month.

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