Internet display ads up by 17.3 per cent in the US

Internet display advertising in the US climbed by 17.3 per cent in 2006, compared to a total ad spend increase of 4.1 per cent across the board, new figures show. According to TNS Media Intelligence, internet advertising increased its share of spend from 5.8 per cent in 2005 to 6.5 per cent last year, while newspapers lost 1.2 per cent and finished at 18.7 per cent of expenditures in 2006. The trend clearly demonstrates the shift of advertising budgets from traditional media such as print ads towards online, as more people spend time on the internet. TNS compiles its online ad figures by researching around 3,000 websites, with its spidering technology examining html code to identify what elements on web pages are display advertising. A separate report by the Audit Bureau of Circulations found that online advertising would grow at an even faster rate if third-party auditors were used to verify ads.

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