New figures from France’s Interactive Advertising Bureau and Taylor Nelson Sofres Media Intelligence confirm that the web has overtaken cinema to become the nation’s fifth largest advertising medium.
Online advertising expenditure totalled $127 million (€126m; £80m) in the first six months of 2002, well ahead of cinema’s $77m, albeit only 1.6% of the $7.79 billion total spend across all media. The web still has some way to go to overhaul fourth-placed cable-TV, where ad revenues totalled $190m.
Around 3% of French advertisers (a total of 722) bought online ads in H1. The bulk of the money went to search engines and ISP home pages, which together pulled in two-thirds of web spend.
By sector, the biggest advertisers (with outlay and share of total internet spend in parentheses) were:
1. Telecoms ($23.2m; 18%)
2. Services ($13.7m; 11%)
3. Tourism ($11.2m; 9%)
4. Transport ($9.6m; 7%)
5. IT ($7.1m; 6%)
6. Retail ($6.5m; 5%)
The report also found that the IT, corporate, telecoms, travel, services and sporting goods industries devote more than the average 1.6% of their spend to online.
Data sourced from: AdAgeGlobal.com; additional content by WARC staff