Advertising On the Internet:New Aberdeen Group Report Helps Marketing Executives and Media Buyers Leverage the Web

Business Wire, Nov 17, 1998

BOSTON--(BUSINESS WIRE)--Nov. 16, 1998--In a report published today, Aberdeen Group provides the insight that advertising executives, advertisers, technology vendors, and media buyers need to leverage the Internet as an effective channel for promotion. Aberdeen projects that Internet advertising spending will reach $5.1 billion by the year 2000. To sustain this growth, advertisers need to be better educated about the trends and technologies driving the market in order to realize effective return on investment.

According to the report, Advertising on the Internet: Leveraging the Virtual Channel for Promotion and Brand Building, the Internet's unique attributes and growing audience are creating unprecedented opportunities for advertisers. But, for many organizations, making the transition from traditional media channels to the Internet can be difficult and confusing. Advertising agencies still need to learn how to use the Internet to build brand recognition, distribute product information, convert prospects to customers, and obtain user profiling data for their major accounts. "The Internet provides marketers with the ability to reach users directly at the point of sale and aggregate information on user activities in real time, important attributes of the new channel that cannot be claimed by any other media outlet," notes report author Mark Peabody.

The report explores the trends and technologies associated with Internet advertising and gives advertising professionals a clear understanding of the market from both the buyer's and seller's perspectives. Through analysis of the market, its advantages and disadvantages, future growth, and core players, Aberdeen delivers a clear definition of the technology-driven advertising opportunities now available on the Internet. The report delivers this information to the marketing executives, media buyers, and Web publishers who wish to learn how to incorporate the Web into their marketing and advertising strategies.

The technology vendors profiled in this report include: 24/7 Media; 2CAN Media; AdForce; AdKnowledge; AdSmart Corporation; Art Technology Group; BURST! Media; DoubleClick; Engage Technologies and Accipiter, Inc.; Flycast Communications; I/PRO; MatchLogic, Inc.; Media Metrix; Narrowcast Media; Narrowline; NetGravity; and ValueClick.

About Aberdeen Group

Aberdeen Group, founded in 1988, is a Boston-based information technology research and consulting organization that closely monitors user needs, technological innovation, and market developments. Aberdeen focuses its research efforts on the business impact of technology changes.

For more information about this report or about Aberdeen's ongoing research on IT trends, please consult the Aberdeen Web site, www.aberdeen.com, or contact George Katavolos, Aberdeen Group, Inc., 617-854-5212 or email him at katavolos@aberdeen.com