Emarketer has a good overview of current research supporting online advertising:

• The audience is more affluent
• It's effective in changing users's perceptions of brands.

Robert Losch at Marketing Fix adds

• It's the best way to reach the work/school audience
• Consumers are using it to find product information

DoubleClick claims that by increasing the amount of Internet advertising in your media mix, you can increase frequency and brand awareness.

I would add that it's the best or even the only way to reach people who have begun to limit their consumption of commercial media: TV nonviewers, DVR users, or NPR listeners. Many of the people are as influential as they are difficult to reach. Posted by bp at March 11, 2003 02:52 PM
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