While a significant portion of companies have invested in Internet advertising and clearly digital media continues to grow in popularity, a noteworthy segment of corporations is still uncertain of Internet advertising efficiency. The purpose of this study is to gain insights into the perceptions of both advertisers and advertising agencies of the Internet as an advertising medium in order to record the factors that inhibit or reinforce the integration of new technology into their strategies and to spot future changes and trends. One hundred twenty-four managers participated in this study and their responses indicate that currently Internet advertising is a questionable and ineffective marketing channel; however marketers and media planners are willing to exploit the targeted nature of Internet advertising in the short run.
Drossos, Dimitrios and Fouskas, Konstantinos, "Advertising On The Internet: Perspectives From Advertising Agencies And Advertisers" (2009). MCIS 2009 Proceedings. 117.