Internet is the fastest growing advertising medium in the world and has come to stay.
Millions of users browse web to attain information, education, entertainment and shopping. Online Advertising has been kept at its bay and has been given minimum attention so far due to skepticism. However, recent studies shows that companies that have successfully leveraged the Internet medium for marketing activities stand to gain broader customer reach and insight through enhanced interaction, compared to those neglecting Internet media. New research is lending greater support to the idea of the Web as a branding medium, with studies that conclude that consumers' offline purchase decisions are affected by Web information. Ad campaigns which incorporates consistent messaging across multiple ad channels tends to create better brand impact, even if they don't anticipate offline buyers or users to see.