The success of online advertising is immediately quantifiable. Unlike with traditional advertising, costly surveys and focus groups are not needed to determine if advertising dollars are well spent. Results can be check online, in real-time. Its accountability means online advertising is market-driven, more so than any other channel. And the market is growing. According to IDC, in 2001, online advertising accounted for 10% of advertising expenditure in Asia-Pacific. In 2004, that rose to 17%. By 2006,it is expected to reach 27%.