Decision makers most influenced by Web ads

DMNews reports that business decision makers are more influenced by online advertising than by any other type of advertising medium. This is according to a study from washingtonpost.com, Nielsen-Netratings’ plan, and MORI Research.Around 60 percent of decision makers said that the Internet was the best way for advertisers to reach them, while fewer than 40 percent recommended using television or radio. Nearly half of decision makers also said that the Web influenced them to make a purchase or obtain a service for their businesses.The study also indicates that 17 percent of the decision makers who spend at least five hours online each day, and around half of those who have increased their Web use in the past year, said they have decreased television viewing as a result.