In a report released Aug. 13 at its Online Advertising 2 conference in New York, Jupiter Communications projects total online advertising will grow from its 1996 level of $301 million to $7.7 billion in 2002. Direct marketing revenue will grow from $13 million in 1996 to $1.3 billion in 2002. Delivering an audience will mean more than just ad sales, the report found. "Publishers who provide wide distribution channels to marketers, and who carry consumers closer to the point of sale, will be the winners in this new market," said Peter Storck, director of Jupiter's Online Advertising Group. "Only a few big players -- AOL in particular -- have demonstrated the muscle so far."
Copyright August 1997, Crain Communications Inc.