Currently, those at the four corners of the Web are scratching their heads, attempting to figure out the future of advertising. On the supply side, companies that advertise are concerned that Web advertising is ineffective. The picture for online advertising is partly cloudy, with few sunny breaks. Examining click-through rates begins to reveal some of the reasons why the Web may be falling short of reaching its destiny as a prime advertising medium. In general, the industry is aware of the generally low click-through rates for Web advertising.
Clutter is part of the issue, certainly.
The whirl of ads that fly by surfers is mind-boggling, so grabbing attention is a tremendous challenge. For starters, brand matters. In addition, this Oregon-based direct marketer has effectively used the combination of catalogs and the Web to expand its brand image. There are a few global issues about advertising that must be considered to put the Web opportunity in true perspective. For one thing, the Web suffers from being a one-dimensional advertising medium.