Is Internet Advertising Ready for Prime Time?

Advertising on the World Wide Web is growing at a fast pace. However, it is difficult to compare advertising effectiveness on the Internet relative to standard media, such as broadcast and print, because current measures of advertising effectiveness on the Web are not standardized and incorporate significant measurement errors. In this study, we investigate issues relating to the accurate measurement of advertising GRPs, Reach, and Frequency on the Internet. Moreover, we suggest critical measurement issues that need to be resolved before Internet advertising can be considered as an integral part of a company's media mix.