Fletcher Research predicts boom for online advertising

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

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 4

per cent that consumer brands accounted for at the start of the

year.

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.

This article was first published on Campaign