This leads to a bigger challenge, where a media planner needs to have a crystal clear understanding of every media vehicle so that they can reach the right target for their message delivery. Increasing number of media vehicles in TV and print has lead to situation where an advertiser seems to be experiencing a fragmentation in media vehicle basis of consumer behaviour.

This leads to a bigger challenge, where a media planner needs to have a crystal clear understanding of every media vehicle so that they can reach the right target for their message delivery. Failing of which means, the very purpose of running the ad will be defeated. Internet is providing the solution for this challenge in a very strong way. It has opened up many ways for the advertisers to reach to the right target in more interactive and most importantly in more measurable ways in any other media medium. Hence online advertising is emerging as a very strong and effective medium. It’s not only helping diverting the traffic to advertiser’s website but also helping in a gradual but a very strong brand building. Display advertising has held the biggest pie of overall online advertising market and increasing. Display advertising appears on web pages in many forms, the most prominent of them is static Banner ads, which was for a long time the only way of being noticed online but lately, banner ads are losing its effectiveness. It seems users have created some kind of mental block towards normal gif and flash banners; hence these banners have started going unnoticed. Video banners are quickly emerging as a strong replacement for the traditional static banners. If we compare the effectiveness of video banners with the image banners, it gives more credence to the mentioned idea. According to a double click study, videos run as advertisements received CTR (click through ratios) between 4 and 7 times that of image banner ads.  Actual click-thru rates (CTR) for video ads were measured anywhere from .4% to .7% whereas GIF and JPEG ads only averaged about .1% CTR.