Online Ads May Finally Come of Age
2005年全球网络广告支出将上升22%

  Online ad spending would surge 22 percent, to $15.5 billion. While that is still less than 2 percent of overall global ad spending, there are signs that online advertising has come of age.

  As advertising industry gurus fine-tune their spending forecasts for 2005, there is one area in which a sense of caution bred by several years of disappointment doesn’t apply: online ads.

  Carat, a media-buying specialist owned by London-based Aegis Group, predicted last week that global ad spending would expand this year by 4.9 percent - a modest increase, given that outlays rose 6 percent in 2004.

  But the firm added that online ad spending would surge 22 percent, to $15.5 billion. While that is still less than 2 percent of overall global ad spending, there are signs that online advertising has come of age.

  Mainstream marketers like Coca-Cola, Procter & Gamble, BMW and Volvo, concerned that consumers are immune to sales pitches made via traditional media like television and print, are turning to the Internet, where advertising used to be dominated by, well, other Internet companies. The spread of broadband technology has fueled online commerce and content and allowed ad agencies to develop more creative, engaging ads.

  Perhaps most important for the global growth of Internet advertising, spending is increasing most rapidly in Europe and Asia; Carat says it rose 31 percent in Europe last year and 42 percent in Asia, compared with 10 percent in the United States. Until recently, there was relatively little online advertising outside the United States and a few other markets.

  Surveys show that in many developed countries, more than 10 percent of media consumption, measured in terms of time, is online. While the share of advertising spending may never reflect that proportion of time consumption, it could soon rival those of radio and outdoor advertising, analysts say.

  Online ads offer some advantages over traditional media, including the ability to aim pitches directly at the consumers most likely to respond and then to track their actions. That helps solve one of the biggest complaints about television advertising: that much of the spending is wasted, particularly as consumers turn to so-called personal video recorders that let them skip ads entirely.

  But the growth of Internet advertising is also spawning a reaction as users seek ways to avoid online spots. The Mozilla Firefox Web browser, which is gaining users, includes a feature that blocks annoying pop-up ads, and the Google toolbar, a free ad-on to Microsoft’s Internet Explorer, also blocks pop-ups.

摘要:
  英国一家媒体调查公司(CARAT)最近预测,全球网络广告支出将在2005年上升22%,达到155亿美元,虽然这一数字只占到全球广告总支出不到2%的比重,但它却预示着网络广告的时代即将来临。
英国一家媒体调查公司(CARAT)最近预测,全球网络广告支出将在2005年上升22%,达到155亿美元,虽然这一数字只占到全球广告总支出不到2%的比重,但它却预示着网络广告的时代即将来临。

  据美国《国际先驱论坛报》1月10日报道,一些世界知名品牌,如可口可乐、宝洁、宝马和沃尔沃等,由于担心消费者已对电视和纸媒广告具有“免疫力”,因此考虑将目标转向互联网。据调查,目前喜欢在网上作广告的仍然是一些互联网公司,但随着宽带技术的普及,网上内容的不断丰富和网络商业活动的逐渐频繁,广告公司可以利用网络制作出一些具有新意的广告。

  CARAT公司预计,从全球范围来看,网络广告支出增长最快的地区将是欧洲和亚洲。去年欧洲网络广告支出增加了31%,亚洲更是大幅上升42%,而大洋彼岸的美国仅增加了10%。

  与传统媒体的广告相比,网络广告有其自身优势,它可以将广告直接针对那些最有可能点击广告的人群并追踪他们的行为。这可以解决电视媒体广告的最大麻烦——很多在电视上的广告投入都打了水漂,尤其是随着个人录像机(PVR)的出现,很多人可以完全跳过广告直接观看节目。

  随着网络广告的日益增加,另一种现象也值得关注,那就是现在很多网民在浏览网页时努力想办法绕开那些广告。一些带有屏蔽广告功能的网页浏览器应运而生,像Mozilla Firefox等都受到了人们的普遍欢迎。