What advantages does online advertising have over broadcast or print advertising?
>>Webster: It has the interactive nature of the medium itself: That actually provides the advertiser with a host of tools. The two-way communication gives them an opportunity to get in-depth information. This is an active medium, not a passive medium. It also allows for online sales. I don’t know if you can say that it shortens the sales process, but there is an opportunity for immediacy there. And, frankly, it’s much more than a medium. If you look at an advertiser’s budget, they’ve got something for media spending or advertising, something for consumer promotion or trade promotion, or direct marketing or public relations, and the Web can do all of those things. That’s why we’ve had a hard time trying to talk about it because it does so many different things. Finally, I think it’s a very good targeting vehicle. We know a lot about the audience and their viewer ship. An advertiser can target their audience better on a website than they can on television.
