Internet advertising in Sweden falls short of predictions

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STOCKHOLM -- Swedish advertising spend on the Internet is running well below anticipated levels, according to a new industry survey by market research organization SMF.

The research found revenue generated from ads placed on the Internet amounted to just $5.3m during the first nine months of 1997, compared to the anticipated revenue haul of $20m predicted in May by Projector New Media, a company specializing in mediating ads for the Internet.

The total revenue gained from ads on the Internet is forecast to amount to $9m this year, instead of the $32m estimated by Projector New Media.

SMF attributes the low level of interest from corporate advertisers to the lack of definitive research undertaken in Sweden and elsewhere to pinpoint the value of marketing well known brands on the Internet.

Copyright October 1997, Crain Communications Inc.

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