• by Jack Loechner , Staff Writer @mp_research, February 5, 2002

A new study by IntelliSurvey, commissioned by Internet Profiles Corporation, to determine advertiser opinions of the Web relative to traditional media, finds that advertising professionals agree that the industry needs better and more trusted site measurement standards. Advertisers rated print measurement to be the most accurate, with radio the least. The Internet and TV occupied the middle ground.

The respondents, almost 10% of 1,500 leading advertising executives, represent greater than $12 billion in billings in all media. Agencies were represented by 2/3 of the respondents with the rest specific advertisers.

The respondents advertise in these channels:
- 88% Print
- 75% Internet
- 59% Radio
- 57% TV

When asked how effective they believe online advertising is in reaching the desired target audience, they responded:
- Extremely 4%
- Very 21%
- Moderately 39%
- Somewhat 31%
- Not at all 5%

The 25% who consider the medium to be extremely of very effective compare with 51% for print, 44% for radio, and 75% for television.

To make online advertising more effective, the respondents thought:
- 72% Measurement standards
- 63% More reliable targeting
- 48% Improved advertising formats
- 44% Greater trust in information from Web sites
- 27% Lower costs
- 11% More traffic

In the selection of sites on which to advertise, the most important considerations were:
- Unique users 59%
- Page views 18%
- Visits 8%

And, in terms of the best ROI, the respondents selected:
- TV 33%
- Print 31%
- Radio 20%
- Internet 16%

See the PDF report here.