Online advertising has tremendous communications power; a single exposure can generate increases in:

• Advertisement awareness
• Brand awareness
• Product attribute communication
• Purchase intent

Nearly all of the impact measured was generated without a ‘click-through’ to the advertiser’s site, - proving the power of the ubiquitous banner. Selected highlights of the report follow, while the document provides the results in full.

Consumer acceptance of online advertising is comparable to that of traditional media.

MBinteractive asked comparable questions for the Web, Print, and Television in a separate survey of its recently established US nationally representative panel of Web users. On a five point scale ranging from "Strongly in favor of" to "Strongly against," between 60% and 70% of Web users report top-two box scores in favor of Web, Television, and Print advertising. Web users are less supportive of Radio advertising and are somewhat opposed to outdoor signage/billboards (only one third report a top-two box score in favor of such marketing vehicles).

Online Advertising dramatically increases advertisement awareness after only one exposure.

Advertisement Awareness is measured by a question asking respondents if they recall seeing an ad on a particular Web site in the past seven days. Those who respond "no" are prompted with the tested ad and then re-asked the question. By the criterion of getting noticed by consumers, the twelve ad banners tested by the IAB demonstrate unequivocal success after a single additional ad exposure. Eleven out of the twelve show marked improvement in advertisement awareness. An additional exposure to the advertisement boosted advertisement awareness by 30% on average (from 34.0% to 44.1%), statistically significant at the 95% confidence level.

Advantages of advertising on the Web:

• Reach one hundred million potential customers.
• People anywhere in the world can get on the Internet and learn about businesses and services that can be available in other cities of the world.
• Sales and profits will increase.
• Provide up-to-date information about your business.
• Your virtual storefront is open to customers 24 hours a day, seven days a week.
• Obtain on-line information about your visitors and cater to their respective needs.
• Calls will come to you directly.
• Advertise your product or service on the Internet for a fraction of the cost of conventional advertising methods.
• Show pictures and graphics at an additional cost.
• Offer coupons and discount offers.
• Put your web-site address on your business cards and other advertisements.

We can work with you to develop an effective presence on the World Wide Web, positioning your company to tap the enormous potential of this new medium while setting the groundwork for a competitive edge in the new millennium.