Web advertising revenue reached $217.3 million through the first six months of 1997, a 256.2% increase over the $61.0 million in the first six months of 1996, according to a report by Cowles/Simba Information.
The industry is now set to reach the $446.0 million total in Web advertising expenditures predicted by Cowles/Simba earlier this year. Quarter to quarter growth remains strong, as the market grew 58.7% to $133.3 million in the second quarter of the year, up $84.0 million from first quarter 1997.
“If Web advertising in 1997 follows the trends of 1996, Web publishers will experience a summer slowdown in the third quarter in which revenue will drop, followed by a booming fourth quarter as advertisers gear up for the holiday season,” said Matt Kinsman, editor the survey.
Seventeen top ad-supported Web sites tracked monthly by Cowles/Simba posted $74.7 million in Web ad revenue in the second quarter of the year. Search engines continue to be the dominant advertising forum, accounting for 35% of ad revenue among the top sites. Technology publishers comprised the second largest market with 45% of ad revenue among top sites, while the growing consumer/news category represented 20%.
…Another report from Cowles/Simba predicts that consumer Web/online revenue will reach $14.9 billion in 2002, a 374.5% increase over $3.14bn in 1996, with Internet-service providers strengthening their share of revenue over general-interest consumer services like AOL and CompuServe.
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