Will online leap forward in 2004? 2003 has seen online advertising's profile among traditional marketers grow. So what can we expect in the year to come?

New Media Age, December, 2003

HOWARD NEAD

MD, PHDiQ

Advertisers will spend considerably more money online in 2004 than in 2003. That's despite site data measurement problems, creativity issues, everyone complaining about pop-ups, a lack of definitive UK case studies, issues of protecting children online and the fact that the total advertising market will only grow slightly.

They will spend more because for many it's their most cost-effective route to market. To avoid online is to ignore a significant proportion of their target audiences' media time. The Internet audience is growing every day, broadband is opening up new opportunities and, because online search is so effective, you wonder how anyone ever managed to do any business at all before it was invented.

What...