What you need is a better way to target Web users. For the best way to do that, you might look overseas. In Europe, the skyrocketing number or Internet users has made it mandatory for large advertisers to include an online channel in their marketing campaigns, say Forrester Research. Those companies surveyed have faith in online advertising, pointing out its efficiency and low response time. They report that the biggest factors driving the advertising market are increased Internet penetration, online-offline integrated campaigns, and excellent targeting.
Banners are currently the most popular format.
Content sponsorships are second, representing 12 percent today and growing to 23 percent by 2003. Button ads and hyperlinks follow. Advertisers say they see online advertising moving toward more integrated campaigns across multiple devices such as interactive TV and mobile phones. They also predict that performance-based deals will become much more common. Executives say the main barrier to faster growth in online advertising is stale thinking and a lack of reliable metrics.