Advertising agencies and advertisers' perceptions of internet advertising

Francis Piron and Tan Dai Shij

This paper investigates advertising agencies' and advertisers' perceptions of internet advertising in Singapore.

Advertising Agencies and Advertisers' Perceptions of Internet Advertising

Tan Dai ShijandFrancis PironNanyang Technological University

Introduction

Since its emergence, many expected the internet to take over mainstream media because of its higher accountability and as an entertainingly interactive and targeted medium. Such views quickly soured as online publishers were heavily penalised for its efficiency: with the ability to track performance of a banner ad, advertisers were willing to pay only by clicks or amount of customer acquisition which was not possible with existing advertising media (The Economist2001). Many may have then believed that online advertising was...

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