According to a study on major online advertising investors in United States (Top 50 Advertisers by Media Value in October, 2006)  carried out by TNS Media Intelligence, we can see a clear online advertising market reality: the leaders and the one who make cash flow in this industry are “direct response� or “direct marketing� advertisers and are not “branding advertiser�

We can see this happening in a larger proportion in online advertising market in Latin America, a younger industry compared to United States industry and with only a penetration of approximately 1% of the total advertising market pie.

As it is shown in this report, there are no major brands that advertise on TV or in the Super bowl. Coca- cola, P&G, Budweiser or other big names are not there.
 

Most investors are companies that measure online campaign return or investment return. For this companies “brand awareness� is a secondary objective in their online campaigns.

Among the major investors there are a combination of Internet pure players and Brick & Mortars. But we have to emphasize Internet Companies as “early adaptors� of online advertising.

Finally, the report reflects that Financial, Education, Classified, Retail and Technology industries are the ones that move the pointer.

  We still have to wait a couple of years for TV and Newspaper investors, to start migrating their budgets to the Internet, a media that allows you to measure accurately campaign return. As Greg Stuart, United States IAB president, stated, traditional advertisers are still planning with the “spray & prayâ€? technique…

Go to spanish version to see chart