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More than 15 years after that first clickable banner made its appearance, it's become abundantly clear that prognostication is an imprecise business. Though consumers have moved onto the Web in droves - more than 74 percent of Americans are now Internet users, according to Nielsen Online and the International Telecommunication Union, versus 44 percent in the year 2000 - advertising dollars have yet to migrate online in similar proportions, despite significant advances in data, creative formats, targeting technologies and broadband adoption. This year, eMarketer predicts that total U.S. online ad spending (including display advertising, search, e-mail and other formats) will grow to more than $23 billion - significant dollars, for sure, but still just a fraction of a total domestic ad media expenditures.
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