Internet gaining ground as ad medium, says study
Internet Marketing
27 August 2008
The internet is becoming an increasingly popular marketing channel for businesses around the world, new research has indicated.
Spending on online advertising will grow this year and next, while expenditure on more traditional channels is likely to remain largely steady or decline, communications agency Carat predicted.
It estimated that internet advertising spending will comprise 8.6 per cent of total expenditure on advertising around the world by the end of 2008, increasing to 9.8 per cent next year.
This is compared with predicted declines or stagnation for most other media, apart from television.
"With search now central to the planning and execution of any campaign, online media brings a greater level of accountability not just to itself but to TV, print and other forms of advertising," explained Jerry Buhlmann, chief executive of Aegis Media.
"This is why we are predicting further strong growth for internet."
An IDC study published in June predicted that keyword ads will still be the most popular type of internet ads in 2011.
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