Ninety-eight percent of the 127 agencies polled in an American
Association of Advertising Agencies study said they have used interactive
technology on behalf of their clients.
The third annual “Are You Wired” survey results compared to only 40% of
respondents in 1995 and 78% in 1996.
The greatest involvement was with the Internet/World Wide Web and 88% of
those who have used it reported favorable success. Commercial online
services such as America Online were used less frequently, and success
rates were also
lower, according to the survey.
Interestingly, more agencies have built Web sites for their clients (78%)
than for themselves (67%).
Financial services is considered the category with the most potential for
growth. Other strong categories are travel and transportation, automotive,
and packaged goods. Agencies foresee little opportunity in business to
business, telecommunications, and sporting equipment.
