With the Internet expanding into every nook and cranny of our lives, some advertising agencies are cashing in by offering interactive services to help their clients market online. The interactive services in highest demand today are Web site development, including programming and design; marketing, including media planning and ad banner development and placement; and e-commerce, which typically involves the development of online catalogs through which companies sell their products.
"The Web should be a central component to a company's overall business strategy," says Drew Ianni, online advertising analyst with Jupiter Communications, an IT market research firm in New York City. "Many [advertising agencies] are doing their best to get the skills necessary to do interactive advertising."
If advertising companies do it right, there's a large piece of the pie to be had: Jupiter Communications predicts the online advertising market will grow from $1.9 billion in 1998 to $7.7 billion in 2002.