It's the age of click, book, pack and go Advertisers get to grips with the Internet Advertising on the Internet is growing, but slowly, reports Hugh Oram Much of the hype about online advertising last year has faded out. However, the business of using the web as another major medium for advertising still continues to develop - even if at a more realistic pace. Industry sources say that online advertising is currently worth about 5 million to 6 million on an annualised basis. If we get a third of that, we'll be doing well. Clearly, online advertising has a long way to go before it becomes a mass medium, like radio, television, outdoor or print.
Sponsorship is useful, while e-mail can be very effective for direct marketing.
But while there are many other ways of building online advertising traffic, a fair amount of development and educational work needs to be done. Ireland is likely to follow the example of other geographical markets, which have moved away from a heavy dependence on banner advertising. He says that some forecasts predict that the online percentage will be up to 5 per cent by 2004 or 2005. Among the many Internet organisations out in the marketplace looking for a share of online advertising is Unison. Yet another company heavily involved in online advertising is rondomondo, which is part of Eircom.