Direct Marketing Leads the Way Online

DMNews: Report: DM Owns Online Advertising

Direct marketing increasingly rules the Internet, according to a report published yesterday by Nielsen//NetRatings.
Sixty-six percent of online ad impressions served in fourth-quarter 2002 were direct marketing ads, said the report, “The State of Online Advertising.” This is up from 59 percent in fourth-quarter 2001, according to the New York-based online measurement firm’s AdRelevance service.

“If you firmly believe online advertising is a direct marketing medium, you think like most advertisers out there,” the report said. “While the balance between branding and direct marketing has shifted throughout the tumultuous life of the Internet, today direct marketing is lord and king.”


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