Comments on: Onward, Upward http://battellemedia.com/archives/2006/06/onward_upward.php?utm_source=rss&utm_medium=rss&utm_campaign=onward_upward Thoughts on the intersection of search, media, technology, and more. Thu, 16 May 2013 04:38:00 +0000 hourly 1 http://wordpress.org/?v=3.4.1 By: kuchinskas http://battellemedia.com/archives/2006/06/onward_upward.php#comment-14881 kuchinskas Thu, 15 Jun 2006 17:53:10 +0000 http://battellemedia.com/archives/2006/06/onward_upward.php#comment-14881 <p>I don't think that's true in the long term, John. A while back, just for fun, I dug through some old stories I'd done for Adweek in the late 1999s and found some long-term estimates were substantially lowered.</p> <p>For example, in 1999, Forrester estimated the online ad market would reach $33 billion by 2004.</p> <p>In May 2005, Forrester said total online ad spending would reach $26 billion by 2010.</p> <p>Here's more info: <a href="http://360techblog.com/2006/04/03/online-ad-forecasts-then-and-now/" rel="nofollow"></a><a href="http://360techblog.com/2006/04/03/online-ad-forecasts-then-and-now/" rel="nofollow">http://360techblog.com/2006/04/03/online-ad-forecasts-then-and-now/</a></p> I don’t think that’s true in the long term, John. A while back, just for fun, I dug through some old stories I’d done for Adweek in the late 1999s and found some long-term estimates were substantially lowered.

For example, in 1999, Forrester estimated the online ad market would reach $33 billion by 2004.

In May 2005, Forrester said total online ad spending would reach $26 billion by 2010.

Here’s more info: http://360techblog.com/2006/04/03/online-ad-forecasts-then-and-now/

]]> By: Joe Hunkins http://battellemedia.com/archives/2006/06/onward_upward.php#comment-14880 Joe Hunkins Wed, 14 Jun 2006 21:34:35 +0000 http://battellemedia.com/archives/2006/06/onward_upward.php#comment-14880 <p>Until the huge ROI gap between offline and online is closed we can expect huge growth in online advertising. Contrary to the points made below about offline ads, it should now be clear that money will surge online as advertisers realize how much offline is now simply wasted in search of the elusive "brand building through advertising". (I'd suggest most brands are built without much advertising, but then agencies cash in on the success and squander money in negative ROI campaigns. Google and Yahoo are great examples.</p> Until the huge ROI gap between offline and online is closed we can expect huge growth in online advertising. Contrary to the points made below about offline ads, it should now be clear that money will surge online as advertisers realize how much offline is now simply wasted in search of the elusive “brand building through advertising”. (I’d suggest most brands are built without much advertising, but then agencies cash in on the success and squander money in negative ROI campaigns. Google and Yahoo are great examples.

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