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Media Intelligence : July 2007
When advertising first started on the internet in the 90s, it was described as the most accountable advertising medium. Has it lived up to this claim? The world as we know it has changed in the past 30 years. We are de nitely in a brave new world of rapid online adoption, fragmentation of consumer lifestyles and increased interest niche brands, and consumers have signi cantly more media options. Speci cally in the online medium, the increase in broadband usage has provided an in nite choice of new information and entertainment channels for consumers and, at the same time, more sophisticated online advertising opportunities for marketers. Broadband increases the value of the internet as a branding medium, so it is not surprising that an increased number of marketers and advertisers look to the internet to promote their business. At the same time, it is no surprise that marketers nd it hard to stay abreast of the rapidly shifting environment and are overwhelmed by the choice of online media options available. However, the increasing costs of internet advertising do not allow us to put the e ciency of our media campaigns 48 MediaTitles Measuring online media Demistifying online accountability
2009 - 2010