For Interactive Marketing Professionals

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	June 19, 2008 Online Advertising Channel Shift Evaluating Consumer Behavior to Assess Online's Fair Share of Ad Spending by Nate Elliott with Mark Mulligan

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Executive Summary

In certain markets, industry associations report that online ad spending has overtaken spending on some traditional advertising channels (e.g., print, radio)—leading advertisers and publishers to ask new questions about when online advertising will achieve its fair share of the total ad market.

Key Questions

• How much time do Europeans spend online, and how is their online time split between media activities and nonmedia activities?
• How valuable are advertising opportunities within nonmedia activities when compared with advertising opportunities within media activities?
• When will European online advertising achieve its expected share of total advertising revenues?

This is an excerpt

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