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Has online advertising finally gained acceptance by the ad community? Not really, according to a survey conducted in December by DecisionTree, an online research firm spun off by Poppe Tyson Advertising last month.
Survey respondents (primarily agency executives, along with clients and marketing consultants) generally reported modest spending and overall skittishness toward Internet marketing. A majority (55 percent) said media spending online represented less than 5 percent of their overall buy in 1997; these same respondents predict the growth rate for online budgets to hover somewhere around the 5-7 percent level.
Publishers may be most interested to learn that 51 percent of the survey respondents reported that online spending comes from general marketing budgets.
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