The Internet has come a long way since its public introduction back in the 1990s, growing from a mere novelty into a robust marketing tool and information source. The early promise of making money on the Internet went bust in the late '90s when enthusiastic advertisers withdrew after failing to capitalize on clunky banner ads, dooming countless Internet companies to bankruptcy. In the years since, the Internet has made a huge comeback by providing marketers with highly effective e-business solutions and targeted advertising applications.

A recent report shows that advertisers once befuddled and disappointed by the Internet medium have since embraced its maturing capabilities, designating ever-increasing portions of advertising budgets towards Internet-based marketing communications strategies. The report released in early 2004 by the Interactive Advertising Bureau and PricewaterhouseCooopers stated that ad sales skyrocketed 20% to $7.2 billion from 2002 to 2003. The increase was further spiked by a blistering sales pace in the fourth quarter that saw quarterly ad sales up 38%.

The increase in Web-based advertising is a testimony to the progress of the Internet as viable integrated marketing communications medium. Marketers seeking to stimulate online purchases and communicate brand value to mass audiences have found in the Internet a powerful tool to accomplish these goals. If trends continue it is likely that the Internet's expanding applications and powerful capabilities will far exceed the wildest dreams and visions of the early pioneers of the World Wide Web.

(March, 2004)