“According to a recently published study by Morgan Stanley Dean Witter, the Internet currently accounts for only about 1.5 percent of all marketing money spent by advertisers. The top six advertisers spend less than 1 percent of their budgets for online ads, whereas Americans spend approximately 12 percent of their media time online.
The big question is why. Looking for an answer, I hosted “What Do Traditional Advertisers Want When Buying Media Online?” last week, a panel discussion with representatives from Nabisco, Castrol North America, Yahoo!, and MediaVest. According to the panelists, here are some of those reasons”
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