The web : top at work medium

In a recent Ad Age article the Internet is defined as a dominant player. A recent study from the Online Publishers Association is the main topic of the article. In a few words the study demonstrates media planning companies are evidently underestimating the value of the Internet reach and thus the cost of advertising on the Internet compared to TV.



As the study also indicates not only is the Internet an undervalued player but from a purely financial perspective this segment of population often comprises high spenders. To compare the reach of the Internet to the reach of TV and in turn contrast these figures to the difference in cost of Internet versus TV seems understandable. I often felt in the past few years that the Internet bubble crisis tarnished the image of the Internet to the extent that in media planning it has been unjustly perceived as the underdog. Hopefully reports like these and others to come will help situate the real value and impact of the Internet.