Online ads finally click.

Forbes

Why is online advertising showing new promise? Very low rates and video, says Forbes. "That's the magic formula convincing traditional print and television advertisers to buy online." Widespread broadband adoption, with more than 19 million U.S. households having high-speed Internet access "allows advertisers to use video with confidence, often simply repurposing television creative," says Forbes. Plus, online ad space is cheap - about $5 to reach 1,000 Internet users compared to $31 to reach the same number of households on prime-time TV. (As reported on corante.com 5/27/03

http://www.corante.com/internet/redir/23627.html Online Advertising Objectives among US Marketers, 2002 (as a % of respondents)

Spring DoubleClick study Building brand awareness 75% Acquiring new leads/registrants/ customers/clients 59% Driving immediate sales 43% Driving retention 40% Upselling to existing customers/ 28% clients Providing company or product 38% information

Fall DoubleClick study Building brand awareness 82% Acquiring new leads/registrants/ customers/clients 69% Driving immediate sales 52% Driving retention 51% Upselling to existing customers/ 44% clients Providing company or product 58% information Note: n=190 for Spring and 200 for Fall Source: DoubleClick, December 2002 045920 [C] 2002 eMarketer, Inc. www.eMarketer.com Note: Table made from bar graph