Contrary to popular buzz, the online advertising bubble showed no sign of bursting in the fourth quarter. Instead we saw the continuing evolution of a maturing advertising medium, morphing daily to form better solutions for advertisers and new revenue streams for hosts. The result of multiple influences acting on a group, the process of evolution forces some attributes of that group to survive and others to die off.
Over the course of 2001, many factors will interplay with each other to perpetuate the ever-changing nature of online advertising. Lower costs will mix with better options in ad types to create an attractive mix for marketers. Traditional advertisers and traditional advertising strategies such as branding will continue to grow and play an important role in the fiduciary success of ad-revenue supported online companies. As a result, the online ad market will assume traditional attributes such as seasonality and even more intense competition for share of voice. The unpredictable Internet advertising story for 2001 has yet to be written, but one thing is certain: it will be a best seller.
To get the whole story download The State of Online Advertising covering a variety of topics including:
• Seasonality
• Traditional Advertisers
• House Advertising
• Market Entry
• Campaign Strategy
• New Ad Types
• Portals Reign Supreme
• Rate Card
With seven chapters and more than 30 charts, The State of Online Advertising provides a comprehensive view of online advertising in the fourth quarter of 2000.
Share of Advertising Impressions by Industry
Fourth Quarter 2000
