Online advertising is not a new syndrome. It’s been there for a quite long now. However, many companies/individual often complain that they are not able to reap the returns on the online investment (advertising related). Moreover, we all know the potential of internet but still the online marketing space hasn’t been able to magnetize investments up to the tune of other mediums like – TV, newspapers, and so on. When it comes to big companies, the fortune 500 companies and the top corporate czars of each and every nation, the situation is very dilapidated w.r.t to the use of online advertising by them. The online ad-spend/promotions and so forth still constitute for a small chunk as compared to the total ad-spend. It’s not even 10% as compared to the total ad-spend. However, it is growing steadily but it’s no way near to mediums like TV and so on. Moreover, the revenue fetched by selling an ad-space on internet is much lower than in contrast to other mediums, raison d'être for the same?

· Only a small amount of marketing gurus are betting on online advertisements seriously. The internet marketing space is at very embryonic stage and is in misery from the ‘also’ kind of attitude (Okay let have a presence on the internet also)

· Being treated as a neglected child by many big corporations – it attracts only e-commerce players and small players who cannot afford other mediums. This results in to generally low revenues / ad space.

· According to lot of ad gurus – clients think that the money spent on online advertising goes completely in to the bin. They still need to be taken in confidence about the potential of the web.

However, one cannot doubt the potential of the online marketing space in the view of the following beyond belief facts –

· Via online advertising one can cater to the global target audience. Impossible to do via other mediums or if one try to do so, he would end up in spending atleast ten times more than the proposed ad-spend

· The industry is growing slowly and steadily, currently it accounts for 5-8% of total global ad-spend and stands well above $5 billion level.

Therefore, there’s no question on the potential of the industry and the results it can achieve for you. Thus, merry-making for small and mid-sized players since they can use the service of online advertising as it hasn’t been able to generate interest in a big way amongst the elephants – this means relatively low online advertising rates. However, a word of caution – choose your ad-spot wisely and the one that caters to your target audience. Don’t become excited and jump in the wrong boot. Make most of the time till it is conquered by the big companies.