online ads do work according to Dartmouth

From: Ramon Ray <ramon_at_smallbiztechnology.com>
Date: Thu 26 Jul 2001 11:50:49 -0500

I don't know how many of you read the following from
Bizreport.com but I wonder it it's telling us anything
new. I thought that online advertising works all along.
But isn't the secret in HOW advertisers execute their
advertising plans?

Here's what was in Bizreport.com

New research has found that advertising on the Internet
and mobile phones is starting to work, thanks to the
maturing European marketplace and more savvy Net
surfers.

The findings to be published Thursday at research
firm Datamonitor's third annual Interactive Consumer
conference in London, England, dispel the notion that
Internet advertising has lost its effectiveness.

Consumers across Europe are starting to accept online
advertising for what it is - a parallel to traditional,
or offline, ads, the report said.

One of the most interesting findings of the research is
that offline advertising is now the most effective way
of persuading consumers - in Europe at least - to visit
a firm's Web site.

Piers Berezai, an analyst with Datamonitor's consumer
markets division, told Newsbytes that there will always
be a place for traditional offline advertising, but
"new media" are now coming into their own.

For the Impact 2001 study, the research firm considered
responses from 6,000 European consumers who remembered
having seen, or received, an online promotion in the
last six months.

The research found that 64 percent of consumers responded
positively to the ads at least once, a figure that rose
to 79 percent among those who had been actively surfing
the Internet for information.

Berezai said that, as with any new technology, the
mobile Internet - as well as the Net in general - has
taken time to reach its current level of maturity.

"There's always a learning phase as far as consumers
are concerned," he said. It has been apparent that,
while Internet advertisers have failed to use the
technology available to them, it is actively employed
in mobile Net advertising now, he adds.

This means that consumers are starting to get
advertisements relevant to them and their usage, and,
perhaps more importantly, at a time that suits them.

"Personalization of advertising is also something that
online advertisers are starting to use to get their
message across," Berezai said.

Half of all European respondents said they now have
access to the Internet, making the audience for online
adverts and promotions fairly well established,
Datamonitor says.

Datamonitor's Web site is at
  http://www.datamonitor.com .


Ramon Ray, Editor/Analyst
ramon_at_smallbiztechnology.com
Smallbiztechnology.com
http://www.smallbiztechnology.com

News and analysis for small businesses and
small business technology marketers



Received on Thu Jul 26 2001 - 11:50:49 CDT