World Cup success paves the way for online ad surge in '99

- The successful trials of consumer brands by first time Internet advertisers during the World Cup is set to lead to a surge in web advertising, according to a new report from Fletcher Research.

- The successful trials of consumer brands by first time Internet advertisers during the World Cup is set to lead to a surge in web advertising, according to a new report from Fletcher Research.

The report predicts that as World Cup online experiments become regular parts of ad campaigns, internet advertising will rise from £15 million in 1998 to £50 million by the end of 1999. By 2001, the UK Banners Survey claims annual ad spend on the web will hit £268 million.

The study says that following France 98, consumer brands now account for 25 per cent of all online campaigns. This is a six fold jump from the four per cent that consumer brands accounted for at the start of the year.

There are now around 750 online advertisers in the UK, up from around 250 at the start of 1998, with Budweiser, Vauxhall and Tesco among those consumer brands advertising for the first time during the World Cup. Since the tournament, others including Renault and Gillette have run campaigns.

Neil Bradford, lead author of the report, said: "At the beginning of the year, most new campaigns were for new software packages and more powerful computers. But now new cars, TV services, financial products and even razors are being advertised on the web as part of wider campaigns."







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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).