After interviewing 100 of the country's largest advertisers in mid-1996, the Internet agency Pro- jector Strategy predicted a major breakthrough in 1997, forecasting advertising sales in this niche sector of $40 million. In a separate forecast in 1996, Internet agency CIA/MMG Interactive predicted Internet advertising in Sweden would exceed $25 million.
However, the latest data covering the whole of 1997 suggests that total Internet related ad sales may not even reach $4 million in 1997.
"This market area has not taken off, and predictions for 1998 suggest Internet ad sales will not be more than $10 million. If the industry achieves this level, we will be doing very well indeed," says Martin Ahrend, a senior executive with advertising broker Netsale.
Copyright January 1998, Crain Communications Inc.