They are torn about what to spend and who to hire. But as Web advertising becomes a significant portion of marketing budgets, advertisers will need to adopt a set of best practices for this new medium. Advertisers are searching for the formula that will unlock the potential of the Web. Consumer brands spend a small fraction of their budgets on the Web.
Technology companies spend five times more of their brand dollars there.
Spending on sites still exceeds spending on ads. Banner campaigns run the gamut. There is no such thing as a typical Web advertising campaign. Ad pricing frustrates advertisers. Personalized targeting has not yet taken hold.