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?
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:
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 download the new (free)
one-page Iconocast "Internet at a Glance" report
(http://www.iconocast.com). 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 Mon Feb 12 2001 - 08:37:38 CST
