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Web Advertising

Where: The Future

You cannot plan the future by the past. The future is looking bright for online advertisers...


While there is an ongoing debate on the effectiveness of online advertising, most experts agree that the future looks incredibly promising. However, in order for this to happen, advertisers will have to come up with fresher and more innovative ways of keeping Web users' attention. In the last year or two, online commercials that resemble television ads have become more and more popular. This trend is predicted to continue in the near future. Online advertising will also garner a larger portion of ad spending; at present, most advertisers only reserve 1-2% of their advertising dollars for the medium. Most plan on appropriating a larger portion of their budgets to online advertising than to any other medium. Also, it is estimated that each day nearly 70 new companies begin Web campaigns.

In future Web ads, advertisers aim to cut down on clutter and focus on effective creative schemes. In addition to traditional online ads, we can expect to encounter jumbo ads, streaming media (interactive games, video, animation), "superstitial ads" and increased e-mail marketing. On the horizon are progams and subscription services that will block out unwanted advertisments. While most Web users accept the necessity of online ads, they still do not like them.

However, as more and more users enter the World Wide Web, more opportunities for online advertisers are popping up. According to a study conducted by the Myers Group, online ad spending will increase from $5.25 billion in 2002 to $45.5 billion in 2005. Advertisers are starting to realize that online campaigns are effictive, reach-wise and money-wise. The Internet will also prove to be a truly international forum for advertisers--more companies outside the US will use the Net to their advantage.



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