Aegis, the media buying agency, is reporting a significant increase in ads placed on the Internet, as alternatives to television and radio advertising. According to The Times the company expects to double its revenues from online ads, generating more than $200 million in 2005, with a rise of about $100.
Consumers are changing their habits: less tv and newspapers and more Internet, so planners need to follow them online.
As a lot of well known marketers use to say: listen to the customer, he will tell you what to do. If he says I don't watch tv, I'd rather surf the Web, than advertise online and maybe also consider opening an online shop.