New Ad Age analysis (via TechCrunch)
reveals that the nation’s top 100 advertisers moved about $1 billion dollars
away from radio and TV in favor of Internet ads last year. Overall, the total
amount spent on advertising was unchanged, but the Web benefited from a new
trend away from traditional media.
Specifically, Ad Age reports that, “Measured
spending on internet display advertising last year surged 33% […] Web display
ads — banner ads and the like — accounted for 6.8% of [Ad Age’s 100 Leading
National Advertisers] measured spending in 2007, up from 5.1% in 2006 (and more
than double 2003’s 3%).”
Whether or not Web advertising will be able to maintain its
impressive growth rates is debatable. Early 2008 numbers indicate a slight
decline, which is likely linked to the sluggish economy.