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International: Ad spending online to hit $8.4 billion

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International: Ad spending online to hit $8.4 billion

Online advertising will climb to $8.4 billion this year, growing twice as fast as cable TV advertising and more than three times faster than advertising in any other medium, according to a study by Jupiter Research.

Online ad spending will balloon 27% in 2004, twice the medium's growth in 2003. By comparison, cable spending will grow 14%, broadcast TV 8.2%, radio 7%, magazines 5%, newspapers 4.8% and yellow pages 3%.

While online ad spending accounted for just 3.5% of offline ad spending in 2003, it will more than double its share to 6.5% in 2009.

All three areas of online advertising -- paid search, display ads and online classifieds -- are expected to increase this year. Paid search will grow 34% to $2.6 billion. Banners and other display ads are thought to expand 24% to $3.9 billion; classifieds will see a bump from $1.5 billion in 2003 to $1.9 billion.

Source: Adage


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