Peter Kafka

Recent Posts by Peter Kafka

2010 Could Be the Year of the Display Ad. Or the Cable TV Ad. Take Your Pick.

There are a whole lot of people–from scrappy start-ups to publishers to Google (GOOG)–betting that display advertising is finally going to start picking up on the Web.

So they’ll be heartened by this table, from a survey of ad buyers conducted by J.P. Morgan’s Imran Khan. It shows display ads picking up 1.5 percent of ad budgets this year (click to enlarge):

Note that comScore (SCOR) says display ad volume (but not overall revenue) jumped 15 percent last quarter, and it’s tempting to believe that this is finally the year when Web advertising really moves beyond search advertising.

Meanwhile, the people who are feeling most confident about their near-term future are the guys selling TV advertising. Broadcast TV is still losing share, but cable TV is up. And most buyers–74 percent–who do pay for spots say they’re spending more than last year.


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