Internet advertising has continued it run of quarter on quarter growth started in mid-2002, with growth rates accelerating in the past two years.
The report put advertising revenue for the fourth quarter last year at US$4.8 billion, a 15 per cent increase over the US$4.15 billion achieved by the industry in Q3.
“Results for 2006 confirm a very healthy environment for online advertising,” said PricewaterhouseCoopers partner David Silverman.
“All signs point to a steady increase in the level of spend by traditional advertisers that are using online advertising as an important part of their media mix.”
“The continued growth in Interactive advertising is clearly based on marketers' recognition that they connect with consumers most effectively through interactive media,” IAB chief executive Randall Rothenberg said.
“The increase underscores marketers' understanding that Interactive advertising can engage consumers, build brands and sell products and services.”
PricewaterhouseCoopers director Peter Petrusky said “online advertisers continue to test how to use the internet with other media to leverage a combination of consumer touch points across different media.”
The 2006 fourth quarter and full year online ad revenue figures were estimated by surveying and aggregating data from the top 15 online ad sellers. The IAB sponsors the Internet Advertising Revenue Report, which is conducted independently by PricewaterhouseCoopers.
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