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Advertisers commited to buying web space, but models not yet understood

News | 02/07/2001 5:00 am EST

While the dot bomb explosion has garnered the majority of headlines in recent months, a recent study of Canadian Internet marketers indicates that their commitment to the medium has become stronger. Still, many marketers aren’t fully taking advantage of digital advertising. Approximately 78 per cent of respondents to 24/7 Media Canada’s online advertising survey indicated their intention to increase the amount of marketing they do online. Most are concerned with increasing brand awareness, and price just edged out other considerations in their decision on where to buy space. But, the president of 24/7 says most companies still aren’t properly using the Internet to track the value of their online advertising investments.

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