Web advertising: a year of growth.(Online Media Strategies for Advertising)

Advertising Age, February, 1998 by Hyland, Tom

Internet advertising reached $571 million year-to-date for the third-quarter 1997, easily surpassing the $267 total 1996 annual revenues.

With online demographics becoming more diverse and targeting becoming more precise, advertiser spending on the Web clearly moved out of its experimental stage during the past year.

Internet advertising recorded the highest level of revenues during the third quarter of 1997, totaling $227.1 million, and year-to-date revenues of $571 million through September are already more than twice that of 1996 total annual revenues of $267 million.

Factors contributing to this growth include an increase in budgets devoted to online advertising, improvements in Web content and entertainment, growth in cross-promotion of Web...

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