Online advertising gains momentum

Internet Since the beginning of the year, the Publimedia Web Advertising Index (PWA) has shown record growth, and the development of online advertising gives cause for optimism. In March, the PWA index rose by 12.4 points to 121.8 points. The index had previously only reached such a high level at the end of the first quarter in the launch year 1998 (back then as the Real Media Index). The last time it jumped more than ten points was in December 2000, after which it never exceeded 105 points again until January of this year. If the positive developments in online job exchanges are taken into account, there are signs of increasingly intensive demand for the Internet. However, it remains to be seen whether the recent growth rates are already a sign of a continuous upward trend. Laurence Bidaud, Head of Communications at Publimedia Webadvertising, cites various reasons for the growth in online advertising: firstly, the more positive overall economic situation, in which advertising expenditure is stabilizing. Secondly, online advertising is being taken more and more seriously by clients. "And thirdly, there is a growing cross-media effect from which the internet is benefiting," explains Bidaud. Despite a stable upward trend in the current year, however, she is cautious about making forecasts: "This was a sensational increase in the first three months of this year. It is unlikely to continue at this pace." However, certain minor slumps must also be expected, as the index is very volatile. "In contrast to print, for example," says Bidau, "the fluctuations there tend to be smaller."
Daniel Schifferle