Spending on Internet advertising rose threefold in the first quarter of 1997 to reach $129.5m, according to a survey by the US-based Internet Advertising Bureau and reported in New Media Age. This amount exceeds the revenue spent on Web ads in the first quarter of 1996 by over $20m.
The top five categories by spend are computing products (30%), telecommunications (22%), consumer-related (17%), financial services (11%) and new media (10%). Banner ads account for around 70% of online spend while sponsorship brought in 25%.
…A report from Jupiter Communications predicts that there will be an increasing migration of Internet spend away from banner ads towards sponsorship due to the “limitations of banners (real or perceived)”. It estimates that 42 of the top 50 publishers now host sponsored areas.
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