It's the only way to attract consumers. The first generation of dot-com ads were wacky, nonsensical and confusing, as Internet startups clamored to get noticed. It was ridiculous. Although many dot-coms continue to present a zany or weird persona, a growing number of web firms are starting to embrace a more sophisticated, crafted and traditional approach to branding. It was clear that TV might make it possible for us to overcome some of the perceived trepidation felt by consumers who believe dot-coms are a 'here today, gone tomorrow' phenomenon.
TV ads can have a tremendous impact on a new company.
Forrester senior analyst Charlene Li says mainstream media, especially newspapers, should ride the dot-com wave while it lasts, because eventually, traditional media will lose advertising market share to online ads as the Internet becomes more mainstream itself. Fill in this form for your free trial issue. U.S. indexes are real-time. Forbes 40 Index powered by Telemet . News may include latest headlines from Reuters.