More NewsAn Internet Advertising Reality Check

An Internet Advertising Reality Check

Impressed by all the hype about the growth of Internet ad spending? Here's alittle reality check.

Impressed by all the hype about the growth of Internet ad spending? Here’s a little reality check.

The absolute dollar figures spent online in 1998 pale in comparison to the billions spent in traditional advertising venues, according to a report by eMarketer.

The eAdvertising Report indicates that television ($48 billion), newspapers ($45 billion), and direct mail ($39 billion), which ranked one-two-three in advertising dollars spent during 1998, dwarfed the $1.5 billion distributed on the Web during that same period.

The report also states that television, newspapers and direct mail will continue to dominate throughout 2002, at $62 billion, $58 billion and $44 billion projected levels, respectively.

The company said its report “offers solid evidence” that ad spending on the Internet, though on the rise, has a long way to go before it diverts serious dollars away from television, magazines, newspapers and other traditional media.

“For 1999, the eAdvertising Report forecasts Web ad spending of $2.6 billion, which still represents a small fraction of total spending, estimated at $217 billion,” said Geoffrey Ramsey, statsmaster at eMarketer. “Even non-network cable advertising, which totaled $2.4 billion, edged out the Web in ad dollars spent during 1998.”

The recent 1998 Internet ad report by the Internet Advertising Bureau pegged 1998 spending at nearly $2 billion, edging out the outdoor category, however.

The eAdvertising Report, published by eMarketer and presented by Advertising Age, contains statistical information aggregated from a range of research sources. The report is available for $795.

Related Articles

GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

3w Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

8m Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

8m Al Roberts
Is Twitter slowly dying?

More News Is Twitter slowly dying?

9m Al Roberts
FedEx launches fulfillment service to take on Amazon

Ecommerce FedEx launches fulfillment service to take on Amazon

9m Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

8m Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

9m Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

9m Al Roberts