Online advertising accelerating

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The Internet Advertising Bureau (IAB) has done some research that reveals - drum roll - internet advertising has grown yet again.  It remains the fastest growing advertising media, propping up an industry that is declining in every other quarter.  Indeed online advertising is now bigger as a sector than direct mail, no doubt reflecting the fundamental difference - and therefore success - in how each medium targets its customers.  Direct mail picks out its targets who have no choice in whether they receive it whereas the recipient has already chosen where they are online so the ad should at least (if it’s done properly) be of some relevance. 

It’s also interesting to note that social networking websites, while not supporting much advertising in themselves, are cited as a key driver for this growth, as their growing popularity is generating demand for fast broadband, increasing time spent online and boosting confidence in the online experience that includes advertising.

I know I’d rather click to close a window than have to put yet more paper in the recycling bin.

Technorati Tags: Advertising , social networking , online advertising , direct mail