As is true of every marketing medium, internet based advertising continues to evolve based upon changes in, or improved understanding of, the needs of its consumers. The internet advertising campaign of the future will likely have as little resemblance to today's, as current television spots have to the early broadcasts of the 1950's.

So what will tomorrow bring?

Interestingly enough, to understand one expectation of tomorrow's online consumer, you need only reflect upon the effective use of media within today's television campaigns.

Broadband use within the US currently grows at a rate of approximately 440,000 households per month. This increase in available high speed consumers allows media developers to set their sights squarely upon the use of streaming video as a realistic means of communicating their wares to the world.

Corporate wariness of this type of online commercial is quickly waning in view of the growing high speed economy, with a clear recognition of its potential value in the ongoing struggle to enhance the e-business bottom line.

As is true of any evolutionary process, it's in with the new, and out with the old.

The expected dinosaurs of internet advertising include both the pop-up, and pop-under ads currently in use extensively across the internet. Though occasionally useful in creating awareness of features or content for the consumer, most consist merely of an unsolicited advertisement, and have proved an unwanted distraction to most online shoppers.

With experts estimating that 45% of online consumers select a site based upon word of mouth advertising, the creation of an experience that is entirely focused on the wants of the customer is, and will continue to be an absolute.

Guiding advertisers through the transition from today's world where one must market to the 28.8 modem user, to tomorrow's high speed online economy are organizations like the IAB - the Internet Advertising Bureau.

The IAB has begun to develop, and publish voluntary standards for use by online marketers in an attempt to lessen consumer frustration, while better preparing new e-commerce providers through the provision of useful, and timely guidelines.

Guidelines exist regarding file sizes for any number of banner ad styles and dimensions, to testing recommendations to ensure advertisers do not implement ads that disrupt, or impact the consumer in any manner other than intended.

Though recent studies indicate that the average consumer understands the need for internet advertising, their mood is justifiably fickle, and their wishes are worthy of consideration.

Advertising sales declines of late are a clear indication that today's online buyer has grown weary of reacting to the inundation of ads that have become so common to the internet experience.