Aberdeen Group Corrects and Replaces Previous Release, BW1128, ABERDEEN-GROUP.BOSTON--(BUSINESS WIRE)--Nov. 16, 1998-- Advertising On the Internet Internet Publicly accessible computer network connecting many smaller networks from around the world. It grew out of a U.S. Defense Department program called ARPANET (Advanced Research Projects Agency Network), established in 1969 with connections between computers at the :New Aberdeen Group Aberdeen Group is a provider of business-related research services. It has its headquarters in Boston, Massachusetts and belongs to the Harte-Hanks group. Founded in 1988, Aberdeen's research is used by over 2. Report Helps Marketing Executives and Media Buyers Leverage the Web In a report published today, Aberdeen Group provides the insight that advertising executives, advertisers, technology vendors, and media buyers need to leverage the Internet as an effective channel for promotion. Aberdeen Aberdeen, former county, Scotland Aberdeen, former county, Scotland: see Aberdeenshire. Aberdeen, city, Scotland Aberdeen, city (1991 pop. projects that Internet advertising Delivering ads to Internet users via Web sites, e-mail, ad-supported software and Internet-enabled cellphones. Also called an "ad network," Internet advertising organizations act as a middleman between the advertiser and the Web sites and software publishers that display the ads. spending will reach $5.1 billion by the year 2000. To sustain this growth, advertisers need to be better educated about the trends and technologies driving the market in order to realize effective return on investment. According to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. the report, Advertising on the Internet: Leveraging the Virtual Channel for Promotion and Brand Building, the Internet's unique attributes and growing audience are creating unprecedented opportunities for advertisers. But, for many organizations, making the transition from traditional media channels to the Internet can be difficult and confusing con·fuse v. con·fused, con·fus·ing, con·fus·es v.tr. 1. a. To cause to be unable to think with clarity or act with intelligence or understanding; throw off. b. . Advertising agencies still need to learn how to use the Internet to build brand recognition, distribute product information, convert prospects to customers, and obtain user profiling data for their major accounts. "The Internet provides marketers with the ability to reach users directly at the point of sale and aggregate information on user activities in real time, important attributes of the new channel that cannot be claimed by any other media outlet," notes report author Mark Peabody Peabody (pē`bədē, –bädē), city (1990 pop. 47,039), Essex co., NE Mass., a suburb of Boston, on the Danvers River; settled c.1633, inc. as South Danvers 1855, name changed 1868. . The report explores the trends and technologies associated with Internet advertising and gives advertising professionals a clear understanding of the market from both the buyer's and seller's perspectives. Through analysis of the market, its advantages and disadvantages, future growth, and core players, Aberdeen delivers a clear definition of the technology-driven advertising opportunities now available on the Internet. The report delivers this information to the marketing executives, media buyers, and Web publishers who wish to learn how to incorporate the Web into their marketing and advertising strategies. The technology vendors profiled in this report include: 24/7 Media; 2CAN Media; AdForce; AdKnowledge; AdSmart Corporation; Art Technology Group; BURST! Media; DoubleClick For the computer term, see double-click. DoubleClick is a company that develops and provides Internet ad serving services. Its clients include agencies, marketers (Universal McCann Interactive, AKQA etc. ; Engage Technologies and Accipiter, Inc.; Flycast Communications; I/PRO; MatchLogic, Inc.; Media Metrix; Narrowcast To transmit to selected individuals. Cable TV and satellite radio are examples of narrowcast services because they reach only their subscriber base. Mailing lists are another example. Contrast with broadcast. See multicast. Media; Narrowline; NetGravity; and ValueClick. About Aberdeen Group Aberdeen Group, founded in 1988, is a Boston-based information technology research and consulting organization that closely monitors user needs, technological innovation, and market developments. Aberdeen focuses its research efforts on the business impact of technology changes. For more information about this report or about Aberdeen's ongoing research on IT trends, please consult the Aberdeen Web site, www.aberdeen.com, or contact George Katavolos, Aberdeen Group, Inc., 617-854-5212 or email him at katavolos@aberdeen.com |
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