Internet Advertising Tops $900 Million

Led by a strong fourth-quarter surge, Internet advertising during 1997 rose to $906.5 million, according to the Internet Advertising Bureau, which surveys more than 200 publishers involved in online activities. Revenue rose by 48% over the third quarter to $336 million. The strong fourth-quarter performance puts Internet advertising on track toward a $1-billion year in 1998, according to the report conducted by Coopers & Lybrand. “1997 was definitely a breakthrough year for Internet advertising,” said Rich LeFurgy, IAB chairman and senior vice president of advertising, ABC News/ESPN Internet Ventures. “This places the medium within the ranks of traditional media for the first time.” Ad categories registering double-digit gains during the fourth quarter were: computing products, up 33%; consumer-related goods, 26%; financial services, 11%; and new media, 11%.