Study: Web Will Be Second-Largest Ad Medium in Five Years

june 12, 2008  07:35 am
Web advertising "will continue to grow fast even as the current economic woes will lead to a contraction in ad spending overall, essentially accelerating the transfer of marketing budgets from the traditional media into the new," according to a new study by research group IDC. The group finds that overall internet advertising revenue will double from $25.5 billion in 2007 to $51.1 billion in 2012, making it the second-largest advertising medium, behind only direct mail. IDC predicts that video will be the fastest growing format for web advertising, but search will continue to be the format generating the most revenue.