INTERNET: 'Old' media can breathe easy ... for now - Advertisers are looking to the Internet as a medium, but where do the dot-coms go?

<p>With unprecedented access to capital, dot-coms around the region </p><p>are engaged in a virtual land grab. </p><p><BR><BR> </p><p>In an effort to raise awareness, generate site traffic and ultimately </p><p>build brands, Web start-ups and Internet-related businesses are looking </p><p>to traditional media. </p><p><BR><BR> </p><p>In 2000, the advertising industry will enjoy some major growth but </p><p>agencies and clients alike will also face some major challenges amid the </p><p>frenzy. </p><p><BR><BR> </p><p>The more savvy dot-coms in the region approach traditional ad spending </p><p>as a strategic investment and are focused on building their brands while </p><p>the landscape is relatively uncluttered. </p><p><BR><BR> </p><p>AOL and Amazon built their brands in just a few years compared with </p><p>decades for Coca-Cola and IBM. It is even estimated that eToys built its </p><p>online brand in just five quarters. </p><p><BR><BR> </p><p>In Asia, the market was initially led by big players like Intel, which </p><p>is the biggest regional spender both offline and online promoting their </p><p>Web-related products. </p><p><BR><BR> </p><p>Now, small Web start-ups are increasingly joining the fray. </p><p><BR><BR> </p><p>In 1999, there were an estimated 61 Internet-related advertisers in </p><p>China. </p><p><BR><BR> </p><p>Singapore has recently seen dotcom ad budgets mushroom 600 per cent. </p><p><BR><BR> </p><p>Hong Kong's growth, initially fuelled by the ultra-competitive ISP </p><p>market, is now heating up as newcomers are spending big dot cash to make </p><p>some dot noise. </p><p><BR><BR> </p><p>What can dot-coms and agencies do to stay ahead of the game in the </p><p>coming months? </p><p><BR><BR> </p><p>Dot-coms will have to cut through the clutter and move very quickly </p><p>while staying focused on consistent brand-building for the </p><p>long-term. </p><p><BR><BR> </p><p>Most likely, many will revert to using increasingly outrageous but </p><p>ultimately unassociated creative executions to gain attention. </p><p><BR><BR> </p><p>Furthermore, securing upfront buys of radio and outdoor as well as </p><p>leveraging unconventional media formats will be important. </p><p><BR><BR> </p><p>Lastly, those that properly integrate Web advertising into their </p><p>marketing mix and analyse site data to measure advertising effectiveness </p><p>may have a better chance of avoiding the inevitable shake-out. </p><p><BR><BR> </p><p>Agencies must establish dot-com expertise now and then be prepared to </p><p>move in Internet time. </p><p><BR><BR> </p><p>The ability to sift through pitch documents with little to no historical </p><p>company data and pick out the dot-com winners will also be crucial. </p><p><BR><BR> </p><p>The agencies that can guide demanding yet inexperienced clients towards </p><p>building a brand without getting sidetracked on the short-term will also </p><p>succeed. </p><p><BR><BR> </p><p>For many dot-coms, crashing the traditional advertising party will be </p><p>their first and last hurrah as many companies will appear and evaporate </p><p>along with their ad budgets. </p><p><BR><BR> </p><p>The good news is that dot-com advertising is here to stay with the </p><p>region adopting the Internet as an integral business and lifestyle </p><p>tool. </p><p><BR><BR> </p><p>In any case, while the Internet has been portrayed as the beginning of </p><p>the end of traditional media, for now at least, it will give it a </p><p>much-needed boost. </p><p><BR><BR> </p>