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BtoB

ZenithOptimedia predicts strong Internet advertising growth

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London—Internet advertising spending will grow 84% between 2005 and 2008, according to media agency ZenithOptimedia’s “October 2006 Advertising Expenditure Forecast.”

The report said Internet ad spending will overtake outdoor this year, and is poised to overtake radio.

In addition, ZenithOptimedia said Internet advertising will garner more than 10% of all ad spending in two markets this year: the U.K. (12.9%) and Sweden (10.5%). That will mark the first time Internet advertising has a double-digit spending share anywhere in the world, according to ZenithOptimedia.

Globally, the Internet spending share was 4.7% in 2005 and it is expected to be 5.7% this year.

—Carol Krol

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