Report Says 1997 Online Ad Revenue Reached £538m

The Internet Advertising Bureau’s Advertising Revenue Reporting Programme has found that internet ad revenue for 1997 reached $906.5 million (£538 million). The survey, which was conducted by Coopers & Lybrand, reported that online advertising revenues continued their upward trend with the fourth quarter of the year showing a 48% increase on the third quarter.

IAB’s chairman, Rich LeFurgy, says: “When we compare advertising revenue for the television industry in equivalent dollars for its third year, the internet is slightly ahead… Importantly, this continuous growth is consistent and stable, reinforcing the conclusion that marketers are increasingly recognizing the importance of the medium as part of the full media mix, whether it’s for brand marketing, direct marketing, retailing or consumer service. The multi-tasking nature of the medium ensures its future growth.”

The New Media Group of Coopers & Lybrand publishes the report quarterly and it can be obtained from the IAB website at http://www.iab.net/.