AdRelevance State of Online Advertising Report (.pdf)

This very in-depth study, which includes information through Q4 2002, covers everything a marketer needs to know, from the continuing development of advertising technology (animated gifs, ubiquitous pop-ups and embedded advertising methodology) to the statistical analysis of media purchasing trends, and much more. Of special interest is the overall conclusion that online advertising is increasingly direct marketing (as opposed to branding) focused.

In addition, the report contains good information on email delivery rates and high failure-to-deliver statistics. NetZero rings in with a 27 percent non-delivery rate, Yahoo! has a 22 percent failure rate, and 18% of AOL email does not get through. Quite significant information as you contemplate your next email campaign. [WDFM Annotation]

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