How is the internet changing advertising expenditure?

John Wood

In 2007, the internet is predicted to account for over 10% of all U.S. adspend.

How is the internet changing advertising expenditure?

John Wood

The internet is growing up fast and is now competing hard for its share of global adspend. In the US this year alone, $14 billion was spent online and forecasts for 2007 predict a spend of $18 billion; which would represent over 10% of all US adspend.

This is impressive in its own right, but underestimates the impact that the internet has on advertising spend. To understand this impact, we need to look beyond the internet as just another medium and consider how it is affecting consumer behaviour and how this...

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