Aberdeen Group issued a new
report projecting that Internet advertising spending will reach $5.1 billion
by the year 2000.
But to sustain this kind of growth, advertisers need to be better educated
about the trends and technologies driving the market in order to realize
effective return on investment, the report says.
The report, entitled “Advertising on the Internet: Leveraging the Virtual
Channel for Promotion and Brand Building,” says the Internet’s unique
attributes and growing audience are creating unprecedented opportunities for
advertisers. But, for many organizations, making the transition from
traditional media channels to the Internet can be difficult and confusing.
“Advertising agencies still need to learn how to use the Internet to build
brand recognition, distribute product information, convert prospects to
customers, and obtain user profiling data for their major accounts,” Aberdeen
explains.
The report explores the trends and technologies associated with Internet
advertising and analyzes the market, its advantages and disadvantages, future
growth, and core players.
Aberdeen Group, founded in 1988, is an information technology research and
consulting organization that monitors user needs, technological innovation,
and market developments. Check the Web site for more details on the report.
