Online Advertising to Reach $25 Billion for 2008

Internet Advertising Projected to Double to $50 Billion in Four Years

Despite the slowing economy, online ad spending is still expected to grow this year to an all-time high that will eclipse network TV ad spending.

And the explosive growth on the internet is not expected to slow any time soon. Research firm eMarketer projects online ad spending will increase 15-20% every year for the next four years, resulting in double this year's spending within four years. By 2012, internet advertising will surpass all TV ad spending (cable and network TV combined) and become the single largest advertising medium.

As providers of integrated video and interactive media, this has us asking a question. Will the internet and TV really be that easy to distinguish in 5 years? As TV goes digital in early 2009, and the internet continues to increase video content, we at Stage 2 think the lines will blur like never before. It won't be as meaningful to talk about internet advertising as separate from television advertising.

In the end, the foundation of a successful communications strategy will be not where to distribute your message, but how. Whether on TV, radio, print or online, will your message be heard above the noise of competing ads and programing?

Further, as interactive (online) and passive (TV) media converge, are your communications projects incorporating the benefits of interactive technology? Until the advent of computers, consuming traditional media meant watching, listening or reading. Now content creators can design engaging interactive experiences that draw the viewer in and transform them from passive consumer to involved participant.

As communications becomes interactive, creating content becomes more complex and requires a thorough knowledge of emerging technologies and strategies. But the result is a more direct connection with your audience. The kind of connection that can lead to significant growth for your organization and its message.