This article was originally published in the June 2012 issue of Admap magazine. Reproduced with permission of Admap, the world’s primary source of strategies for effective advertising, marketing and research. To subscribe visit www.warc.com/admap. © Copyright Admap. With the rising popularity of social media and online video, along with the growing adoption of smartphones and other connected devices, the Internet continues to consume an increasing amount of time in the daily lives of millions of consumers. For brands around the globe, the Internet has also emerged as a significant advertising channel. Consider that the Internet Advertising Bureau (IAB) reported that UK online advertising spending in 2011 was 14% higher than…