The successful trials of consumer brands by first-time internet
advertisers during the World Cup will create 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 pounds 15
million in 1998 to pounds 50 million by the end of 1999. By 2001, the UK
Banners Survey says annual adspend on the web will hit pounds 268
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 4
per cent that consumer brands accounted for at the start of the
There are now about 750 online advertisers in the UK - with Budweiser
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.