Jupiter, Media Metrix report: B-to-b to reach $3 billion by 2005

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New York--Business-to-business online advertising, already on the fast growth track, will reach $3 billion by 2005, according to a new collaborative report from online marketing and measurement consultancies Jupiter Communications and Media Metrix. The b-to-b segment already has grown to 5.6 billion online ad impressions, from one billion impressions in the third quarter of 1999, and posted a 94% growth spurt in the first quarter of this year. Based on this growth rate, the b-to-b market will reach $3 billion by 2005, representing 18% of online advertising spending on mainstream online media. The study also shows 80% of b-to-b online ad impressions are hosted on 25 publisher sites, a figure Jupiter says indicates the ad segment is highly fragmented compared to other industry segments that show 80% of advertising spread on less than a dozen sites.
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