Internet Advertising Effectiveness

This paper highlights how internet advertising works and how it contributes to brand building. The author reviews the value of different online advertising formats ranging from banner and sponsorship to rich media.

Internet Advertising Effectiveness

What did we learn and where are we going?

Laurent Flores Vice-President, Division Director, Ipsos-ASI Interactive, United States.

INTRODUCTION

Over the years and since its birth in early 1994, the online advertising industry has grown and changed and continues to change every day. According to a recent projection from Jupiter Communications,

'the global online ad spending is poised to grow from $7 billion in 2000 to almost $28 billion by 2005. Online ad spending will represent almost 6% of total advertising expenditures in 2005, up from 1.9% in 2000'.

However, although the medium continues to enjoy...

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