Report

October 2003

• Marketers tell us they will increase budgets by 5% in 2004.
• Digital marketing and Web sites will draw more dollars.
• Click-through rates, not impressions, drive online allocations.

• The Internet does not receive its fair share of ad dollars.
• Search and email comprise almost half of digital marketing.

• Online ad sellers should create an "upfront" season.
• Interactive agencies should buy search and email specialists.

• Google and small ad sellers will create the über ad network.
• A market for online video advertising is born.

• Figure 1.  Companies Will Spend More On Marketing And Online Ads
• Figure 2.  Online Advertising Will Draw Mainly From Magazines, TV, And Papers
• Figure 3.  Marketers Will Focus On Search And Email Marketing
• Figure 4.  Consumers Shift Their Media Mix Online
• Figure 5.  Forecast: US Digital Marketing Spending, 2003 To 2008
• Figure 6.  Forecast: US Search Marketing Spending, 2003 To 2008
• Figure 7.  Forecast: US Email Marketing Spending, 2003 To 2008

 

• Online Resource
• Methodology
• Companies Interviewed For This Report
• Related Research

• Discovery and MTV win kudos for coordination.
• AOL's new moniker: "Innovator."
• How to use precious screen real estate for food fights.