On the Web, you get all of the readers you're paying for. Web advertising lets you initiate an interaction. Once you have a reader's attention, you can lead him through a series of interactions that will allow you to explain a product for as long as you can hold his attention. If your site is designed for inherent value, a reader may come back again and again. Furthermore, you're able to capture information about the reader.
Web advertising is a learning experience.
Those advertisers who began advertising on the Web when only Mercury Center, HotWired, and GNN were available have learned some valuable lessons about how to do it in the future. Web advertising positions you as a leader. When you put your ad on a prominent Web site, you're making a declaration about what your company is and what your goals are - even more so than with a magazine or television program. Your ad is integrated more closely with the site's content. It's particularly important that you pick the right sites.