Online Ads Nip at Traditional Media

• Posted: Wednesday, November 14, 2007
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• Author: pradhana
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• Filed under: Internet Advertising, Market Survey, Online Advertising

The Trad Four are treading water.

Internet advertising contributes more to total media spending every year. According to eMarketer projections, that share will reach 7.4% in 2007, more than one in 10 dollars in 2009 and at least 13.3% by the end of 2011.

"Shifts among marketers away from traditional media would make US advertising growth flat-line without the Internet," said David Hallerman, senior analyst at eMarketer.



The Internet's share of ad spending has gained over radio's share in particular, according to TNS Media Intelligence. The research company's data for the first six months of 2007 showed radio with 7.1% of US ad spending, compared with 7.6% for the Internet.

TNS does not count paid search, which accounts for 40% of the online ad market. If paid search were included, the gain over radio ad spending would be even larger.

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