Site Traffic Seen as the Golden Goose
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
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