The survey results indicate that:

# Almost two thirds of the Indians were aware of online ads. In Mumbai, 56 per cent were aware while in Delhi it was 64 per cent.

# 23 per cent of the people were irked by online ads, while 30 per cent liked it and 24 per cent did not mind it.

# Only about 22 per cent all over India clicked on the online ads. In Mumbai the click rate was 23 per cent against an abysmal low of 6 per cent in Delhi. In Calcutta the click rate was 26 per cent and in Chennai it was 24 per cent.

# 52 per cent of the people were not aware that the ad was meant for them. As for those people who realized themselves as the target group felt that most online ads fail to give them any new information.

# Only 10 per cent of the people are really getting influenced by online, which makes them to go for purchase.

A lucrative picture indeed when only one in every six Indians regards online ads as 'very interfering.' Of the sample size of 4,178 Internet surfers, 72 per cent had never clicked on an online ad because the banners were not well thought out. Almost half of them were not sure if the ads were meant for them and hence did not click. The rest felt that online ads rarely share any new information.
At a time when the PC and Mobile worlds are merging, this potential medium needs to be tapped with the basic techniques of targeting audiences with interesting concepts and messages.

BMW realized this insight. They had no new story to tell, no new car to launch. They launched a 'made for the internet film'. Leading Hollywood directors were hired to create short films showcasing the cars in typical Hollywood style guaranteeing ultimate desktop viewing experience - free to air and free to download. This strategy led to 13 million film downloads.

Now advertisers and clients really need to remember the golden rule of Advertising that there are no rules in advertising. BMW got creative, broke the typical adv barrier and made an ad for the net which was and Interesting and entertaining experience.

According to Indian Readership Survey January-June 2002, there are 7.7 million Net users and there's been a 37 per cent growth last year.
The audience is there, the medium is there, where are the ads?
Is Net advertising a potential in waiting to be wasted?

Source: MICANEWS and Business Line