Forrester reports shift to online ads

Maddox, Kate
June 2005
B to B;6/13/2005, Vol. 90 Issue 7, p54
The article informs that the majority of marketers have plans to increase their online advertising budgets over the next five years as they find the medium more effective than traditional media. A report by Forrester Research, titled "U.S. Online Marketing Forecast, 2005-2010," projects that online advertisement spending will reach $26 billion by 2010, about 8% of total U.S. advertising spending. Last year, online advertising spending in the U.S. totaled $9.6 billion, according to the Interactive Advertising Bureau, representing 6.8% of total U.S. advertisement spending of $141.1 billion, as reported by TNS Media Intelligence. This year, 84% of marketers surveyed said they will increase their online advertisement budgets, Forrester found. The report was based on surveys and interviews with 99 major marketers, 20 vendors and four online portals. About 35% of marketers were business-to-commerce, 29% were business-to-business and 37% market to both audiences.


Related Articles

  • Media execs cling to print … too tightly? Booker, Ellis // B to B;11/12/2007, Vol. 92 Issue 15, p10 

    The article discusses the growth in the digital side of marketing business-and the comparatively anemic state of print. According to ABM's own figures, digital revenue for b-to-b media companies is expected to grow 18% to 22% in 2008, while magazine revenue is expected to drop 2% to 7%. A new...

  • Panasonic rolls out brand guidelines across Europe.  // New Media Age;4/1/2004, p4 

    This article reports on the decision of electronics firm Panasonic to roll out its online brand guidelines across 30 European countries, in the electronics industry. The activity, according to company officials, recognizes the Internet as the core element of its marketing strategy. The...

  • Marketing trends for 2007: What's Hype, Hot and Getting Results. Simone, Pattie // Hudson Valley Business Journal;1/22/2007, Vol. 18 Issue 4, p25 

    The article discusses the prospects of Internet-based marketing. The Internet tools which are being used include search engine optimization, online advertising and podcasting. Blogging is also used as a means of Web-based marketing. Yet, Internet tools are not a magic bullet. Networking and cold...

  • Is Google finally listening to the industry? Cooper, Will // New Media Age;10/12/2006, p14 

    The article examines whether Google is starting to consider the views of the Internet industry. In October 2005, the industry got angry and frustrated when the company removed agency commission in favour of its best practice funding scheme. The industry even said that Google exploited its...

  • How to build a brand online. Vark, Caspar Van // Marketing (00253650);3/21/2007, p46 

    The article offers information on the online brand building which is becoming increasingly competitive. It is suggested that traditional brands looking to develop online should ensure consumers recognize the brand from the offline world. Online-only brands should focus on what they are good at,...

  • Wired Malaysia fails to capitalise on internet advertising. Menezes, Rene E // Media: Asia's Media & Marketing Newspaper;1/10/2003, p13 

    Focuses on the online marketing trends in Malaysia. Failure of Malaysia to capitalise on internet advertising; Significance of the key to maximizing the media; Suggestions to improve business strategies for online marketing.

  • IDC finds lead-gen top marketing priority. MADDOX, KATE // B to B;5/14/2012, Vol. 97 Issue 5, pS005 

    The article focuses on the 2012 Tech Marketing Barometer Study. It is stated that an online survey of 61 senior marketers at high-tech companies conducted in January and February 2012 was the basis of the study. It is mentioned that Improving lead generation received the highest score (20.7) in...

  • E-commerce: da dotcomguy al social commerce, una rapida evoluzione dei consumi online. Esposti, Piergiorgio Degli // Sociologia del Lavoro;2010, Issue 116, p91 

    This contribution aims to describe the characteristics of the contemporary ecommerce phenomenon on consumers behaviors. Starting from an evolutionary analysis of its characteristics and those of the global consumers, tries to find an interpretative paradigm. At its conclusion explores how...

  • Indoor multimedia network model and remote control in advertising in international business. Šimunic, Mislav; Mujacevic, Elvis; Pilepic, Ljubica // Journal of Management & Marketing Research;Jun2010, Vol. 5, p1 

    It is almost impossible to talk about modern business without mentioning electronic business, electronic marketing and contemporary e-advertising models. E-advertising can be viewed from a number of aspects. The development of the Internet and its services, as well as the advancements of...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics