Do you think no one is clicking ads anymore, Google Adsense is a waste of time, and banner ads are on the way out? IDC says you’re wrong.

Their latest release has some interesting projections on web advertising for this, and the years to come. Here’s the parts that matter:

Even though IDC anticipates that the threat of a potential recession will decrease ad expenditure across all media by as much as 7% in 2008, IDC believes that quarterly online advertising growth will still increase at rates around the 15 – 20% range in 2008. IDC forecasts that U.S. Internet advertising spending will more than double in five years.

The current economic crisis has not affected U. S. Internet advertising spending: Total revenue increased by 23.9% to $7.1 billion in the first quarter (1Q08) compared to $5.7 billion in 1Q07. Clearly any kind of slowdown in other markets is not transferable to the web.

More important than pageviews and unique visitors in the future will be user loyalty.
Check out this post if you need a refresh on how to measure loyalty for your site.

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