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| colorado river - Recording its eighteenth consecutive quarter of positive growth in the United States, the Internet advertising industry broke the 2 billion dollar mark in the second quarter of 2000, amassing $2.1 billion in revenue. Additionally, the $4.1 billion total for the first half of the year is approaching 1999's full year total of $4.6 billion, with a run rate in the $8 - 10 billion range. The Internet Advertising Bureau's (IAB) Internet Ad Revenue Report, conducted independently by PricewaterhouseCoopers also reported that revenues for the second quarter grew 8.8 per cent, or $171 million over the first quarter of 2000, and 127.3 percent or $1.2 billion over the comparative second quarter of 1999. The IAB/Pricewaterhouse Coopers Internet Ad Revenue Report is the industry's only historical look at the actual growth of the Internet advertising industry, spanning over four years of reporting. The report pointedly does not predict future results, but rather uses data compiled directly from information supplied by companies selling | advertising on the Internet, allowing member companies to create their online media plans in a reality-based environment. "Far from being broken, the industry is seeing very sizable increases in online advertising from large traditional advertisers. Importantly, the 'throw it up against the wall to see what sticks' test-type efforts are gone, as the ad community now knows that the Internet is a market-share driver, and the marketplace now understands that this is a brand building and direct marketing medium." One of the problems with the mobile Internet remains the fact that the current generation of mobile handheld devices, such as mobile phones and PDAs, have only small displays and limited storage. They lack a keyboard and operate at speeds no faster than the dial-up modems of the late 1980s. According to Berg, the success stories from the initial generation of mobile Internet applications will be those that can offer compelling benefits in spite of these limitations. |
