Business-to-business online advertising, already on the fast-growth track, will reach $3 billion by 2005, according to a new collaborative report from Jupiter Communications and Media Metrix. The b-to-b segment already has grown to 5.6 billion online ad impressions, from 1 billion in third-quarter 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 in mainstream online media. The study also shows 80% of b-to-b online ad impressions are hosted on 25 publisher sites, a figure Jupiter said indicates the ad segment is highly fragmented compared to other industry segments that show 80% of advertising spread on fewer than a dozen sites.
Copyright August 2000, Crain Communications Inc.