Study: Internet overtakes radio
The volume of online advertising expenditure will have already overtaken that of radio advertising by 2008. This is the forecast made by ZenithOptimedia in a recently published analysis.
The volume of online advertising expenditure will have already overtaken that of radio advertising by 2008. This is the forecast made by ZenithOptimedia in a recently published analysis.
The media agency quoted on Horizont.at also estimates that online advertising will grow six times faster than traditional media types worldwide between 2006 and 2009. As a result, the market share of online advertising could rise from 5.8 to 8.7 percent. This development will be driven by the markets in Central and Eastern Europe and the Middle East. These regions will generate double-digit growth rates and compensate for the comparatively weak performance in North America. ZenithOptimedia expects advertising expenditure on the Internet to increase to 5.2% this year. Next year, this market share could grow to 6.2% thanks to the Olympic Games, elections and the European Football Championship.
The media agency quoted on Horizont.at also estimates that online advertising will grow six times faster than traditional media types worldwide between 2006 and 2009. As a result, the market share of online advertising could rise from 5.8 to 8.7 percent. This development will be driven by the markets in Central and Eastern Europe and the Middle East. These regions will generate double-digit growth rates and compensate for the comparatively weak performance in North America. ZenithOptimedia expects advertising expenditure on the Internet to increase to 5.2% this year. Next year, this market share could grow to 6.2% thanks to the Olympic Games, elections and the European Football Championship.
