Hi-speed fueling surge

Recent lower costs of “always on” Internet connections in 2005 have further increased time spent online. High speed broadband Internet connections such as DSL and cable Internet now cover about 40 million U.S. households. This surge is fueling a large increase in the use of web advertising (source— Adweek November 2005)    Participation in online activities by percentage is: Research products and services 78%, Read news 72%, look up Do-it-yourself information 55%. The fourth highest activity, bidding on online auctions comes in at only 24% (Source—clickz.com)

The Online Publishers Association has divided Internet usage into four distinct activities: (1) Commerce— sites designed primarily for shopping (2) Communications—sites and applications designed to communicate directly such as email, instant messaging etc. (3) Content— sites designed primarily to provide news, information etc. (4) Search sites designed to scan the web. Online content sites like GreaterGardner.net, ToytownWeb.com, MonadnockRegion.net and Greater Worcester.net  consistently have the most unique visitors of all Internet websites.

This was a study released in October 2003 before the

recent surge in High-speed DSL and cable service.

(A later survey done by Ipsos Insight for the period

November-December 2005 showed the total households

increasing from the 61.8% shown below to 71%)

Internet Usage

     The chart at left graphically illustrates the phenomenal growth of the Internet since the start of the new millennium and there has been further growth since the release of this study in 2004.   Most significant are the numbers of people using the Internet at work.   This has made the Internet as a means of advertising so attractive to local advertisers as purchases can be affected that very day!

     Typical hourly usage of our Online Magazines like GreaterGardner.net, ToytownWeb.com, MonadnockRegion.net, and GreaterWorcester.net mirror Internet use in general among adults 18-54

Internet Ad spending is projected to

double by 2010!

      The Interactive Advertising Model shows what processes actually take place in the visitors mind and what the possible outcomes are when viewing an online ad.   Obviously with any form of advertising, some consumers are influenced more than others.

    Online advertising clearly contributes to a greater brand awareness, causing incremental shifts in consumer thinking - creating awareness, fostering association between the product/business and the message, and finally creating intent to purchase.  Your business is your brand.   Increased brand awareness and increased brand image will ultimately increase your market share.   The 50 top U.S. businesses doing just that on the web are listed above.

     It is necessary to make consumers aware of a product and make sure they care about it before they can ever make the decision to buy it.

     The difference:  Our policy of 100% placement, that is, your ad is always on the page on which it is placed -  allows a visitor to see your ad multiple times on subsequent visits, ensuring sufficient frequency for effective advertising exposure.    Simply put, we have higher exposure levels!   We build brand/business awareness, increase brand favorability, and help create purchase intent.