The heavyweights of online advertising expenditure are old economy players according to Internet research company www.consult. According to the company 's findings, during Q1 and Q2, 2000, dot coms were driving only 35 percent of total online advertising spend.
www.consult told ZDNet Australia that in May uBid and dstore were the only dot com entrants fighting for a bite of the 'top five' online advertiser's pie. Banking behemoths ANZ, Commonwealth and Citibank, with their traditional bricks and mortar presence, monopolised the top notch.
"Out of the top ten advertisers, old economy players made up around 60 percent," www.consult's online media analyst Anthony Tan told ZDNet Australia. In the five months to May, these ten advertisers had consistently spent more than AU$100,000 a month on their online advertising budgets, www.consult, claims.
Tan forecasts a slight dip in the third largest advertising category -- retail -- which has been dominated until recently by e-tailers which have bitten the dot com dust such as TheSpot.com.au.
The retail space will certainly feel the impact of the loss of " huge marketing budgets they had cut out for the course of the year," Tan said.
However, although criticised for their high cash burn rates and over-budgeted marketing grandslams, Tan insists that dot coms still need to spend enough on advertising to build brand presence in both the online and offline world.
"At this rate of growth, we are still on track for AU$100 million in online advertising revenue this calendar year," Tan confirmed.
