Except that they're not responding. So far I've been disappointed. If you know anyone who can turn all those Internet eyeballs into orders, let me know, because I haven't seen it yet. The problem, it seems, is a failure to communicate. We're way ahead of where cable was at this point in terms of reach and use, but we are 10 years behind where cable was at this point in terms of agencies and clients understanding its value.
Believers point to a few online ad campaigns that have paid off.
Last fall Volvo launched its new sedan, the S60, exclusively on the Web, chiefly on America Online. Compared to a full-scale publicity blitz, the campaign was cheap. It was also effective. About half a million consumers received CD-ROMs touting the new car. Still, even that campaign was shaped by chance.