• New York Post, Wednesday, April 12, 2006 12:15 PM

It's no surprise that advertising on the Internet is growing like wildfire in comparison to more traditional media, but yet another study is out to reinforce the idea and it's worth noting. This one is from global media firm Zenith Optimedia and it says Internet ad spending will overtake billboards and other outdoor advertising next year as well as close the gap on radio in 2008. Online ad spending accounted for 4.5 percent of the global market last year and will increase to 6.5 percent of all advertising by the year after next, up from an earlier forecast of 6 percent in December, the study projects. "We have revised our Internet forecasts upwards once again, as it has continued to exceed expectations," Zenith said. Additionally, the study predicted that radio's share of the advertising pie will fall to 7.9 percent in 2008, from 8.5 percent last year. "The Internet is now firmly established as a mainstream advertising medium in developed markets, and in many developing markets too," Zenith said. The firm predicts overall ad growth will increase to 6 percent this year, in part because of the promotional frenzy surrounding World Cup soccer.

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