Online advertising in the Asia-Pacific region is expected to top $1 billion by 2004, according to media researcher IDC. That would be an explosive increase, since spending in Asia-Pacific (excluding Japan) last year totaled just $67 million, less than 0.5% of total ad revenue in the region. The current leading advertisers online are information technology companies, telecommunications providers, financial institutions and dot-coms. "As it stands now, companies in Asia are taking a wait-and-see approach to advertising online," said IDC Asia-Pacific Internet analyst Matthew McGarvey in Hong Kong. "However, as the Internet becomes more pervasive, companies are recognizing the tremendous amount of potential that advertising online offers."
Copyright June 2000, Crain Communications Inc.