Athens, US Prez campaign power record online ad surge | HT Tech

Athens, US Prez campaign power record online ad surge

The Olympics and US presidency campaign may share the honour of powering online advertising to a record $9.1 billion this year.

By: INDO-ASIAN NEWS SERVICE
| Updated on: Aug 17 2004, 15:46 IST

Apart from the glare and blare they create, the Olympics and the US presidency campaign may also share the honour of powering online advertising to a record $9.1 billion this year.

The total online ad spend during 2004 may overhaul the peak of $8.1 billion witnessed on the crest of the 2000 dot-com boom, a study says.

The ad bill for the year is likely to end up 25 per cent more than that of 2003. The domestic ad spend in the US alone was projected to grow by 7.7 per cent, according to the study by eMarketer, an Internet research group.

The Athens Olympic games and the run up to the US presidency form the twin-piston growth engine behind the surge in online ad bill, according to the report.

A resurgent US economy could carry the online ad spend baton in 2005 well past $11 billion, the study says.

According to it, the spread of broadband is what has made it all possible.

This has prompted the migration of ad dollars away from traditional print and electronic media.

The success of search-based advertising is seen as another growth stimulant.

'The path back has been more like Lance Armstrong cycling the Alps in the Tour de France -- steep and rapidly upwards,' the study says.

The climb comes after a disastrous 15.8 per cent drop in 2002 with the dot-com bust and the ad economy slump, it notes.

Research group eMarketer, which based its study on industry data from the Interactive Advertising Bureau and PricewaterhouseCoopers, is not alone in forecasting a dramatic leap in online ad bill for the year.

At 25.2 per cent, the growth it projects is below the 30 per cent that the American Technology Research group has thrown up and the 27.3 per cent of the Jupiter research group.

Four other research firms have also pegged online ad growth at 20 per cent or above.

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First Published Date: 17 Aug, 15:45 IST
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