Frankly, I know how to begin answering that question only because ClickZ readers, along with visitors to sister site InternetNews – Advertising Report (IAR), participated in an online survey conducted by yet another sister site, CyberAtlas. (Of course, I also have an inkling about the issue because I read what ClickZ columnists write!)
Fair warning: This falls in the shameless-plug category. But considering the topic, and the involvement of ClickZ readers, it seems appropriate.
My colleague, Michael J. Pastore, is the author of the newly released report (“Internet Advertising: Where Are We Now?”) based on that survey. He conducted the quantitative analysis of the sample data from over 300 readers of ClickZ and IAR. The qualified sample consisted of 235 respondents.
In planning the report, CyberAtlas Research set out to discover how marketers feel about Internet advertising, what they have tried, what they hoped to accomplish, whether their efforts were cost-effective, and whether they were satisfied with the return on investment (ROI).
For an excellent summary, see Pamela Parker’s article, “Web Ad Budgets: Bigger Slice of a Smaller Pie,” on ChannelSeven.com. You can view the report’s table of contents — and purchase a PDF version of the report for $295 — here