The Internet Advertising Bureau predicts that Internet advertising could surpass television marketing as early as next year.
by Helen Leggatt

Online ad networks have gone some way towards dealing with the “fragmented” nature of the Internet drawing more and more advertisers to the medium. "With the latest technology it is possible to amalgamate thousands of websites and segment their content into broad and narrow categories," said Jack Wallington, IAB programs manager. A rising Internet audience, coupled with the technology and networks that allow targeting of specific customers, such as DoubleClick, could see Internet advertising overtake television marketing very soon. If not 2009, then certainly 2010, said the IAB. In fact, online advertising in Sweden already surpasses television advertising spend and GroupM’s recent research found that this could well happen in the U.K by the end of this year.