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To: Irish King who wrote (324)	2/10/1999 12:43:00 AM
From: chris brindle	Respond to of 821

Net advertising tops $1.3 billion Hi all. ...found this article while looking at the info from the GS conf. at CBS Marketwatch. 'The Internet Advertising Bureau announced Tuesday that Net advertising revenue topped $1.3 billion for the first time in the same year during the first three quarters of 1998. The bureau expects full-year revenue to hit $2 billion. The marked growth of Internet advertising spending signals a coming of age for the medium, now on par with outdoor advertising revenue, but still only representing 1 percent of all advertising budgets. Robbin Zeff, author of Advertising on the Internet, isn't surprised by the "exploding" growth of Internet advertising spending, but cautions that the IAB statistics do not tell the whole story. "They are not hitting the small sites and the porn sites," Zeff said. "The IAB numbers do not cover the whole industry. The adult entertainment industry numbers would double or triple the numbers." The IAB Ad Revenue Report was conducted by PricewaterhouseCoopers and compiles data reported from more than 200 companies representing more than 1,200 Web sites. Third quarter1998 revenues exceeded $491 million, a 116 percent increase over third quarter1997. The Q3 figures represent the tenth consecutive record-setting quarter for the industry. The categories which lead online ad spending during the third quarter were consumer-related (27 percent), computing (24 percent), financial services (16 percent), telecom (11 percent) and new media (7 percent). Rich LeFurgy, chairman of the IAB, reported in today's press conference, that the Top 10 media companies account for 90 percent of the advertising placements, and that the trend should continue as more media consolidations take place. Banner advertisements and sponsorships represent more than 83 percent of all advertising placement, but some new creative is emerging as strong choices for advertisers, including interstitials, targeted email and rich media advertisements. Interstitials are ads that pop up between pages that viewers have visited and the pages they have requested next. Rich media is the banner advertisements peppered with audio, video and/or 3-D images. Banner advertisements account for (53 percent) sponsorships (30 percent), interstitials (6 percent) and other, including email and rich media, (11 percent). The consistent growth is proof that media buyers can't afford to ignore the industry, Zeff said. "Buyers used to say ‘my audience is not online' … but now everybody's audience is online, from kids to seniors." cbs.marketwatch.com Chris