Creating and Placing Online Advertising

Information technology (IT) companies, most of them being b-to-b marketers, are more successful than others in using online advertising, according to a May 2001 study by Nielsen/NetRatings (www.netratings.com). Nevertheless, the study suggests that banner ads are run too frequently on sites with limited audiences, concluding that this causes click-through rates to plummet. Nielsen/NetRatings says that online advertising frequency rates are in the high teens versus 3 to 4% in offline advertising. The statistics in the 2001 eAdvertising Report published by eMarketer (www.emarketer.com) are even more sobering. The report says more than 99.7% of banner ads do not get clicked, and 74% of online advertising space is not sold.
An interesting benefit of such statistics, however, is that in a softer economy, advertisers willing to commit to even modest ongoing spending can get great deals and even stretch the boundaries of what can be done. Web site owners hungry for advertising revenue will heavily discount.
Sometimes they will also allow advertisers to go quite beyond the ordinary, permitting regular advertisers to even modify their sites’ home pages. That means you may be able to do some breakthrough
online advertising.