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GartnerG2: Interactive advertising has a bright future (maybe)

on August 11, 2003 by Martina Comments

According to Gartner G2, U.S. interactive advertising revenue will exceed $8.6 billion by 2005. Quoted in a press release is available today on Yahoo!, Denise Garcia, principal analyst, Media and Advertising for GartnerG2 says:

“A fundamental shift in these perceptions needs to occur for interactive advertising to substantially grow its share of the overall ad budget. Until interactive advertising can demonstrate an ability to deliver on brand awareness and product positioning campaigns, dollars will not begin to shift from traditional to interactive, and growth will be incremental. Some of this increase in spending could be due to greater total ad spending and higher rates charged for targeted advertising, which is now more readily available due to technology improvements. Either way, once agencies increase their spending, they will also increase their experience levels. And experience is the primary reason agencies develop positive perceptions toward interactive.”

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