Internet Advertising ups share in global market
Source: Reuters News
The Internet will receive a greater share of global advertising spending this year than do outdoor outlets such as billboards, and it is set to overtake radio soon, according to new data released on Monday.
ZenithOptimedia, a media planning and buying firm, said the growth is being driven by smaller brands, which are turning to the Internet because it is relatively cheap and can target their markets effectively.
"It's got a long way to go to catch up with newspapers, but certainly it looks like magazines, in the medium to long term could be on a similar level (with the Internet)," said Jonathan Barnard, head of publications at the media-buying group.
Growth will be driven after 2006 by China, India, Indonesia and Japan, with ad expenditure in China accelerating in the build-up to the 2008 Olympic Games in Beijing.
The Internet will receive a greater share of global advertising spending this year than do outdoor outlets such as billboards, and it is set to overtake radio soon, according to new data released on Monday.
ZenithOptimedia, a media planning and buying firm, said the growth is being driven by smaller brands, which are turning to the Internet because it is relatively cheap and can target their markets effectively.
"It's got a long way to go to catch up with newspapers, but certainly it looks like magazines, in the medium to long term could be on a similar level (with the Internet)," said Jonathan Barnard, head of publications at the media-buying group.
Growth will be driven after 2006 by China, India, Indonesia and Japan, with ad expenditure in China accelerating in the build-up to the 2008 Olympic Games in Beijing.
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