• by December 26, 2000

A new report from Myers Reports and the Internet Advertising Bureau shows that advertising online has shifted from sales generation to Web site traffic building and brand awareness. Only 46% of the 278 executives surveyed said driving e-commerce was the main reason for advertising online. The survey will be released in its entirety early next year.

 Primary Reasons for using online advertising
 +-------------------------------------+---------------+
 | Reason                              | % respondents
|
 +-------------------------------------+---------------+
 | Drive traffic to site               |     84.9      |
 | Branding                            |     82.0      |
 | Integrated
Mktg/Multimedia Packages |     74.5      |
 | Sponsorship Opportunities           |     71.9      |
 +-------------------------------------+---------------+

 Least likely reasons for using online advertising
 +--------------------------------+---------------+
 | Reason                         | % respondents |

+--------------------------------+---------------+
 | Behavioral targeting           |     38.1      |
 | Ability to use streaming media |     29.5      |
 | Frequency caps on ad. views    |
29.1      |
 | Targeting by time              |     23.0      |
 +--------------------------------+---------------+

Source: Myers Mediaenomics/IABSurvey of Online Advertisers

reported by Digitrends Online