ONLINE-ADS>> Online Banner Advertising Market Analysis

TLee_at_webcmo.com
Wed, 19 Aug 1998 18:14:33 -0500 (CDT)

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Here is a special analysis about Online Banner Advertising Market
from our Online Promotion Strategy Study.

In WebCMO's Online Promotion Strategy Study report 1: Unveil the
Segment Structure of the Web Business Promotion Market, we have
discussed that the web business promotion market is not a mass
market. Not every web marketer uses the same method to promote
his/her web site and even not every web marketer promotes his/her
site. The Web Business Promotion Market could be grouped into
seven segments based on web marketers' promotional activities.
(The seven segments are: Banner, Offline, Search Engine, Link
exchange, Promotion inactive, Offline & News release and Search
engine & unsolicited emails.)

Although Banner segment is relatively a small segment (12%), its
importance shall never be ignored. Here we deliver a special
report about this special online promotion market.

Summary:

1. Only about 37% of the web businesses use online banner
advertising frequently;

2. Online banner users tend be those who started their web
businesses earlier, have higher volume of site traffics, have
higher promotional budgets and put larger portion of their total
business budgets in their promotions;

3. Generally speaking, online banner advertising has medium
effects in generating traffics, generating sales and creating
site images;

4. Generating traffics and generating sales are two key drivers
of online banner advertising satisfaction.

The full report is available at:

http://www.WebCMO.com/report/banner.htm

Tim Lee
Director of Research
http://www.WebCMO.com
A site dedicated to web marketing research.

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