[uk-netmarketing] Re: Journo looking for rentaquotes, or evenserious comment

[Mike Butcher]

One of the (bizarrely) oft-neglected sources of information on this 

topic is the UK's chapter of the Internet Advertising Bureau 

(http://www.iabuk.net). Although the site doesn't have much stats, 

they should furnish you with back surveys of the UK's online 

advertising market with Price Waterhouse Coopers.


Certainly at the beginning of 2000, the online ad market in the UK 

looked poised to peg the outdoor advertising. Whether this remains 

the case I don't know. Ask the IAB. Suffice it to say that most 

consumer dotcoms during last year's boom put at least 70 per cent of 

their marketing budget into traditional media. Look at them now.


My two cents worth: For online advertising to really take off in this 

country flat-rate Internet access has to become ubiquitous. Only then 

will it exist on a level-playing field with other free-to-air media. 

Until then it's not credible to compare it like for like with other 

channels which have had a little more than five years to develop.

-- 

Mike Butcher, News Editor, The Industry Standard Europe

Harling House, 47-51 Great Suffolk Street, London SE1 0BS

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