I give you two headlines from CNet news.com: Research: Spyware industry worth billions and Online advertising on upswing. In the first article I read:
Based on statistics published by the Internet Advertising Bureau, spyware could represent almost 25 percent of the entire online advertising industry. “We can hope that the advertising industry will provide some help in trying to root out the truly malicious forms of spyware, but as long as there is an attractive return on investment on this activity for some people, this isn’t going to stop anytime soon.”
In the second I learn:
Spending on online advertising is projected to reach $14.7 billion in 2005, as more marketers lose confidence in the effectiveness of traditional ads, according to new research. Nearly all of the marketers surveyed said they plan to cut spending in traditional channels such as print and direct mail to fund increases in online ads.
This means there will be clamour for more online marketing metrics, ROI and other fancy slicing and dicing, dividing by four, bringing in the sheep… and thinking it works. Groan.