PRINTER news

Among those who use Internet advertising, just 14 percent say they only use it as a standalone digital campaign, while more than half (54 percent) say they use it as part of an integrated campaign with other media. One-third (33 percent) use Internet advertising in both types of campaigns equally.

According to Harris Interactive, "Although the trend among advertisers is clearly towards the Internet, advertisers have to walk a fine line. At least three in five consumers are very frustrated with six of the main Internet advertising characteristics, and there is the potential to see a backlash forming. To be successful, those that advertise on the Internet will need to come up with more engaging ways to connect with consumers."