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The challenge for the interactive industry is to have the whole industry move forward rather than having each individual company move forward. I shall be discussing ways of extending our revenues, with a focus on the top two revenue generating methods. However, this in no way undermines the importance of the other areas. I would like to look at how the listing is evolving and consider the new advertising formats. I will begin by considering how the Internet advertising industry is in a state of recovery. We will then look at evolutions in banners. I will close with the launch of a new piece of research.
The online advertising industry has certainly seen a complete recovery from a very difficult period a few years ago. In the UK, for example, the year on year spend continues to grow and the level of growth is extremely high: 19%. While revenues were very high in the past, they were typically fuelled by the venture capital investment of very young Internet businesses. They were not long term sustainable revenues. In contrast, the current level of revenues is a sustainable one.
We have had four quarters of successive growth, with comparable half year results. The target in the UK is to have Internet advertising amount to about 2% of the total advertising industry by autumn 2004. Internet has grown faster than any other sector, and directories experience growth of 3.2%. Online advertising currently has a 1.4% market share.
The UK has seen about GBP 200 million of business, indicating a dramatic recovery and the fastest growing medium.
One of the main drivers for this recovery is long term Internet usage over time. A survey of 15 000 people has shown...
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