Online advertising to take 4% market share by 2007

by Jennifer Whitehead,, Brand Republic 12-Feb-04, 08:00

LONDON - Online advertising will have a 4% share of the entire advertising market by 2007, the IAB is predicting, putting ahead of radio for the first time.it

The IAB has set the new target after finding that the year-on-year growth level for the first half of 2003 was 85%. During the same period, online advertising crossed the 2% market share threshold, taking over from cinema, which has a 1.1% share. Radio currently stands at 3.7%, a figure that the IAB predicts it can beat within four years.

Danny Meadows-Klue, chief executive of the IAB, said: "The internet is the marketer's untapped resource and we aim to put it in its rightful place on the media schedule above cinema and radio."

He said that television fragmentation and declining print circulations meant that any marketer not using online as a medium would be missing the new way of reaching their customers.

The IAB is basing its figures on research it has conducted along with PricewaterhouseCoopers.

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