The potential scope of the internet's impact on advertising strategy

Abstract

Although many commentators perceive that the potential impact of the Internet on business will be large, to date evidence is not conclusive. The present paper examines the internet's impact on advertising and outlines the potential impact the new media may herald. These include the interactive, measurable and controllable nature of advertising through on the internet. However, although the potential appears great, present levels of advertising spend on the Internet accounts for less than 1% of all advertising. This low level of total spend on the internet is considered to be a result of a combination of different factors including a lack of targeted sites and the problems of measurement standards. However, the potential benefits of building an advertising campaign on the medium are clear, and achievable, if advertising companies are willing to work closely with their key relationship clients.