In this exciting follow-up to their successful The Internet Report, Wall Street's Mary Meeker and the technology team at Morgan Stanley offer a groundbreaking look at the new world of advertising on the Net. Advertisers, ad agencies, web site owners, designers, entrepreneurs and investors alike will take away new strategies, ideas and answers to the most important question being asked about business on the Internet: How do you make it pay?
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Will Advertising Thrive on the Net? Morgan Stanley Explores the Potential of the Online Arena
The explosive growth of the Internet has fueled speculation about its potential as an advertising medium. But online advertising is still in its infancy; hard data have been scarce, and informed analysis of the field or its future prospects is even harder to find. The investment bank Morgan Stanley has brought its vast research and analytical resources to bear on this question in The Internet Advertising Report (HarperBusiness; June 18, 1997), a revised and updated version originally written for Morgan Stanley clients, by Mary Meeker.
Forecasting continued growth for the Internet, Meeker anticipates real, long-term potential for online advertising, although in the short term, social and technological factors will make the Web a volatile advertising environment. She suggests that in time, however, the Internet may prove to be the next mass medium. To take full advantage of the Web's potential, she notes, advertisers will have to expand their focus beyond simple message delivery to include building customer relationships, providing services and interactive marketing, and even generating direct, online sales.
Meeker and Morgan Stanley offer a thorough review of today's current Web advertising by answering the following questions:
Who are the biggest advertisers?
What sites generate the greatest ad revenue?
How do the best Web sites attract users and advertisers?
How much is spent on Web advertising?
How fast will spending grow?
What advertising works and what doesn't?
One impact of Internet technology, Meeker notes, will be an unprecedented ability to track exposure and response to individual ads. Finally, she offers some forecasts of Internet and advertising growth and shows how the emergence of the Internet compares with the introduction of other new media, especially cable television.
From a roundup of some of the best Net ads today to profiles of emerging Web companies; from a hard look at the money actually being spent to cautious projections of future growth, The Internet Advertising Report is the most thorough and intelligent resource available on one of the hottest topics on the Net.
ABOUT THE AUTHOR:
Mary Meeker is Managing Director and PC Software/Hardware & Internet/New Media analyst at Morgan Stanley and coauthor of The Internet Report (HarperBusiness; 1996). Before joining Morgan Stanley in 1991, she was a technology research analyst at Cowen and Salomon Brothers. Her work has been recognized in numerous Wall Street analyst polls.
About the Author
Mary Meeker Managing Director, Morgan Stanley Internet/New Media & PC Software/Hardware Equity Research Analyst
Mary Meeker joined Morgan Stanley in 1991 as the firm's PC Software/Hardware & Internet/New MEdia analyst. Earlier, she was a technology research analyst at Cowen and at Salomon Brothers. She received an MBA in finance from Cornell University in Ithaca, New York, and a B.A. from DePauw University in Greencastle, Indiana.
Mary's work has been recognized in Various Wall Street analyst polls, including those conducted by Institutional Investor, The Wall Street Journal, Forbes, and The Red Herring. Her research coverage includes Internet/New Media companies such as America Online, Broderbund, CNET, CUC, Electronic Arts, Maxis, Netscape, and TMP Worldwide. PC Software companies include Adobe, Intuit, Macromedia and Microsoft. In PC Hardware, she cocovers companies that include Apple, Compaq, Dell and SeaChange. Mary is the coauthor of The Internet Report.
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