After two years of negative growth, US online advertising has turned the corner with revenues up by 14% to $1.66 billion in the three months to June (see
US Online Advertising Revival Continues In Q2).
Most publishers seem to have benefited with cumulative ad revenues from 26 OPA member companies up by 45.9% in the third quarter of this year compared to the same period last year. Advertising expenditure grew by 38.2% in the first nine months of 2003 compared to January to September 2002.
Total revenue for the group climbed by 44% in the third quarter while the year-to-date total was up 35%.
“While the success of paid search is certainly contributing to the online advertising recovery, it is only part of the story,” said Michael Zimbalist, executive director of the Online Publishers Association. “The robust ad revenue growth among OPA member companies also signals a redistribution of brand advertising dollars toward the quality content sites. These sites, with trusted brand names and loyal, high affinity audiences deliver powerful results.”
