Understanding Internet Audiences

This article sets out how internet ad views are measured, how they could be measured in the future, and how it is challenged by changing user habits.

Understanding Internet Audiences

Andrew GreenIpsos MediaCT

EXECUTIVE SUMMARYESSENTIALSWHERE TO STARTFUTURE DEVELOPMENTSCONCLUSION & CHECKLISTFURTHER READINGREFERENCES

EXECUTIVE SUMMARY

According to ZenithOptimedia's April 2014 advertising expenditure forecasts, advertising on the internet will surpass $121 billion this year (2014), a twelve-fold increase since 2002. This represents a 22.9% share of major media adspend globally. In 2004, Internet's share was just 3.9%; five years later it had reached 13.5%.

Advertising spending in the medium surpassed the amount spent in Out of Home media globally in 2006, overtook radio in 2007, exceeded magazine advertising levels in 2009 and caught...

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