×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

BtoB

I/Pro survey finds executives still unsure about Internet advertising

Published on .

Most Popular
Woburn, Mass.—A new study by Internet Profiles Corp. finds that U.S. advertisers are still not convinced about the effectiveness of online advertising.

Web analytics firm I/PRO, which is owned by TopicalNet Inc., surveyed 145 executives who buy online and offline advertising, representing more than $12 billion in billings.

The survey found that 39% of advertisers believe the Internet is "moderately" effective in reaching their target audience, and 31% think it is "somewhat" effective. Only 21% said they believe the Internet is "very" effective in reaching their target audience.

Among those advertisers who do not advertise on the Internet, 36% said the medium lacks reliable performance measurement, and 28% cited budget constraints.

Among those advertisers who do advertise on the Internet, 72% said the greatest area for improvement is measurement standards, and 63% said more accurate targeting.

—Kate Maddox

In this article: