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
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
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
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