Good news for news: the online add market is growing fast. At least in India. The World Advertising Research Center predicts the Indian ad market will post an 8% uplift in revenues over the course of the year. And according to an executive at the Starcom MediaVest Group, the internet adspend will grow to take 10% of many brand owners' total advertising expenditure by the end of next year.
Will we see the same trend in Western countries? I’m willing to bet on it, even though DTV, with its capacity to better target more refined classes of users, will be a strong competitor.
The conclusion to this, in my opinion, is that online news organizations need to spend resources on having an effective, tech-savy add-selling department (i.e. unlike what’s happening with the European papers, see post below on geolocalization)
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