Search advertising leads online growth; Interactive advertising bureau report finds overall '03 revenue up 21% to $7.3 billion.(Advertising)

B to B, May, 2004 by Maddox, Kate

Byline: KATE MADDOX

Online ad revenue reached $7.3 billion in 2003, up 21% over 2002, according to the Internet Ad Revenue Report released last month by the Interactive Advertising Bureau and PricewaterhouseCoopers.

In the fourth quarter, Internet ad revenue totaled $2.2 billion, up 38% over the fourth quarter of 2002.

Overall growth was led by keyword search, which made up 35% of total online ad revenue in 2003, compared with 15% in 2002.

"Search continues to be huge,'' said Greg Stuart, CEO of the IAB. "I don't think there is any sign of it slowing down.''

For b-to-b marketers, he added, "You couldn't have created a better direct marketing tool than search. The ads are absolutely relevant to the customer, the pricing is...

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