Ad revenue rises slightly in 1st quarter

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First-quarter online advertising revenue is expected to rise only moderately over last year's fourth quarter, reflecting the seasonal pattern that affects traditional media.

The revenue report will be released at the Internet Advertising Bureau's board meeting in San Francisco the week of June 15.

"We look at the fact that there is seasonality as a sign of maturation in the industry overall," said Rich LeFurgy, senior-VP of Buena Vista Internet Group and chairman of the IAB.

"What it says is the Internet is standing tall with traditional media in being part of the overall media mix," Mr. LeFurgy said.


Also at the meeting, the IAB will name Intel Corp. as marketer of the year for its Internet advertising efforts.

"What Intel did that was dramatically different from other advertisers, with its co-op program, is [it] made it easier for a broad spectrum of [its] marketing partners to advertise on the Web," Mr. LeFurgy said. Intel also has "been one of the leaders in broadcast and online integration," he added, noting Intel's Super Bowl spot that encouraged viewers to go online.

Another important initiative for the IAB is measurement, both in terms of measuring impressions and looking at the contentious issue of measuring audience.


The IAB's measurement committee will present a recommendation to measure ad impressions, and will consider feedback before finalizing a proposal. IAB will also begin a series of meetings to address audience measurement guidelines.

"This is really job No. 1 for us," said Mr. LeFurgy. "Audience measurement is the foundation for media planning and e-commerce deals. It's an incredibly important and fundamental industry issue."

Copyright June 1998, Crain Communications Inc.

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