Goff, Clare
September 2005
Campaign;9/23/2005, Issue 39, p35
Trade Publication
This article focuses on the use of Internet for advertising. Internet advertising grew by 60 per cent during 2004, but while the likes of Yahoo! and MSN enjoy the benefit of increased online budgets, the growing swell of niche web sites are missing out. For, despite the billions of web sites in cyberspace, digital media planners are placing the bulk of online advertisement budgets across a handful of large web sites. The most recent figures available, from the Internet Advertising Bureau and PricewaterhouseCoopers in 2002, revealed that 89 per cent of online advertising budgets were spent across the top ten web sites or portals.


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