Internet | Inversión en publicidad on-line de EE.UU
En 2003 se registraron récords de contratación de publicidad on line en los Estados Unidos.
La publicidad online ha alcanzado en este último cuatrimestre un nuevo récord en los Estados Unidos. Algunos expertos lo identifican como la evidencia cada vez más clara de que los anunciantes están volviendo a prestar su atención en Internet.
Son cifras concluyentes: 2,2 billones de dólares en el último cuatrimestre y 7,2 billones para el conjunto del año facilitadas por el grupo Interactive Advertising Bureau (IAB), una firma auditora independiente ligada a PricewaterhouseCoopers. Los incrementos experimentados respecto del cuatrimestre y del año anterior fueron del 38 % y del 20% respectivamente...
Con estos datos, el sector marca una tendencia ininterrumpida con cinco cuatrimestres de expansión de la publicidad on line, según los datos del IAB. Gigantes de Internet como Yahoo, Microsoft (MSN) Google han liderado el sector, consolidando la publicidad como la principal fuente de ingresos.
Online advertising sales hit a new high last quarter, in what could be further evidence that advertisers are turning their attention back to the Web. Online ad revenue hit $2.2 billion for the fourth quarter of 2003 and $7.2 billion for the year, according to data released Thursday by industry group Interactive Advertising Bureau (IAB), and independent audit firm PricewaterhouseCoopers. That's a 38 percent gain from the fourth quarter of 2002 and a 20 percent increase for the year.
The quarterly gain broke the previous record of $2.12 billion reached in the fourth quarter of 2000 at the height of the dot-com boom, according to the IAB.
"Our medium is such that we should expect this positive performance," IAB President Greg Stuart said in a statement. "Based on sound business principles, the industry has grown up and become a great competitive advantage for those marketers who have been paying attention."
The study marks the fifth consecutive quarter of gains for the online advertising sector, according to the IAB. Much of this growth has come from commercial search, which has fueled the strength of Internet giants such as Yahoo and Microsoft's MSN, while turning Google into a cash cow. Google and Yahoo's Overture Services subsidiary are industry leaders in selling advertising placement on Web search results pages.
Other forms of search engine advertising, such as targeted results and selling keywords, also have attracted advertisers.
A representative from the IAB said the group will release more specific data in April that will show search as a major growth area.
CNET Networks, publisher of News.com, is a member of the IAB.
