The problem is, I don’t know which half."
Rather than simple brand exposure, advertisers are adopting a new mantra: accountability.
“That percentage will go down steadily for the next decade to well under half.”
Industry research tends to support that prediction.
Marketers would be able to pay for greater visibility in those search results.
In a sign that such practices are truly taking root, they are already acquiring their own industry jargon.
In fact, advertising executives are beginning to call today the Age of the Consumer.
“And technology is giving us the wherewithal to make that evolution.”
Still, as Web advertising has proven, the concept of accountability has beenno easy task.
But after awhile, few people clicked on Web page ads, hampering adoption of these technologies.
Since then, however, Internet companies have made significant strides in the viability of interactive advertising.
People clicked, because many Web searches are commerce-related.
It also proved that publishers can make money on Web ads.
For that reason, it has helped propel growth in the online-ad industry.
Performance-based deals are already becoming dominant on the Internet.
Those deals comprised 40 percent of 2003’s fourth quarter, down from 46 percent in 2002.
It’s happening slowly, but it is happening."
Total 2004 online ad sales areexpected to be more than $8 billion.
Strategically, the No.
1 priority was cost efficiency, the survey found.
“New technology creates new opportunity.”
Mike Yamamoto, Zoe BartonCopy editor:Steven MusilDesign:Ellen NgProduction:Meghan McDowell
