Re: Ad market growth forecasts
JEREMY SWINFEN GREEN <Jeremy.SwinfenGreen_at_emapdigital.com> WROTE:
> With the doom and gloom merchants predicting the death
> of the banner, most of the people I talk to are still
> pretty confident that the ad market will continue to
> grow in 2001, with the help of traditional businesses
> and the use of more non banner vehicles. In the UK
> Forrester has predicted a market growth in the region
> of 70%. I would like to believe them. Does anyone have
> any insight into how accurate Forrester have been in
> the past?
Hi Jeremy,
Many research firms estimate that global online
advertising is expected to grow at (roughly) 40%.
Jupiter Communications and Emarketer anticipated about
six months ago (a post-crash estimation) a CAGR of 35%,
while Forrester and the Myers group were a little more
optimistic (say 45%). In absolute dollars, we are
talking about a 10 billion market in 2001.
My perspective: this can be true but...
1) The number of banner-supported web sites is growing
MORE than this 40%, so competition is enormous.
2) I am afraid that there is a general consensus
between brick & mortar Companies that banners are not
the solution, and still there are waiting for Next Big
Thing (as it was already discussed in this forum).
3) You know what happened with dot.com companies, which
were by far the best online advertising clients.
A final tip: I strongly recommend to dowload the new
(free) one-page Iconocast "Internet at a Glance" report
(http://www.iconocast.com) . It has just one page...
but between many other topics, it shows some useful
advertisement trends.
Regards,
Daniel Collico Savio
collicod_at_advance.com.ar
Advance - Telefonica de Argentina
Received on Wed Feb 07 2001 - 17:10:25 CST
