Web marketing trails offline adspend

Online advertising is set to remain the poor relation of broadcast and print media for the foreseeable future - in spite of a major increase in the number of internet users.

Online advertising is set to remain the poor relation of broadcast

and print media for the foreseeable future - in spite of a major

increase in the number of internet users.



New research from the internet consultants, Fletcher Research, found

that TV will remain the preferred platform for mass consumer advertising

over the next four years. However, web advertising will see the sharpest

percentage growth within marketing budgets over the next two years.



Fletcher estimates that online adspend will rise from pounds 50 million

in 1999 to pounds 479 million in 2002 - accounting for 16 per cent of

marketing budgets.



With the UK online population set to grow from 15 million in 1999 to

more than 24.5 million by 2003, the research indicates that the current

spate of high-profile offline campaigns by dotcom companies underlines

an urgency to establish brand awareness ahead of the UK’s online

population explosion.



William Reeve, the head of Fletcher Research’s internet practice, said:

’The current spate of high-profile TV campaigns by UK internet companies

indicates a gold rush-like imperative to achieve mass brand awareness

among consumers.



And, while many of these consumers have yet to fully embrace the

internet, this significant offline adspend underlines the internet’s

massive commercial potential, particularly for consumer retail.’



Reeve will present this research and additional insights into the UK’s

online ad industry to delegates of the @d:tech internet advertising

conference on 1 February, at the Savoy Hotel.



The conference is being sponsored by Campaign and readers can get a 10

per cent discount. Details can be found at

www.ad-tech.com.admission.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).