Monitoring the market
In order to cater for the needs of institutions that need reliable information concerning the internet advertising market, a new research project - Netmonitoring - was created last year and launched on June 1, 2005. Its purpose is to create general and detailed reports on the state of the internet advertising market as well as provide its customers with audits of internet campaigns.
The project is a result of cooperation between two companies with media market experience - Jarmak IT Consulting and Media Active Internet Broker. "We have been monitoring the market since the beginning of the year - but the scope of our work was narrower than we aspire for. We will release our first report on internet advertising next month - it will provide data for May. But the first 100 percent satisfying and credible report will be released in June. The internet as an interactive medium is very difficult to monitor," said Marcin Chyliński, Netmonitoring project manager.
The internet is the fastest developing ad market, and will continue to grow in double digits in the years to come. It attracted 3.6 percent of world adspend in 2004, up from 3.2 percent in 2003. The figure is expected to reach 4.4 percent by 2007.
In Poland, the internet advertising sector is worth zł.80-100 million annually, which amounts to a mere two percent of the entire market. That's not much in comparison to Sweden - the country with the highest Internet penetration - where the respective figure equals 7.7 percent. However, in Poland this share is also increasing at a considerable pace.
The project is a result of cooperation between two companies with media market experience - Jarmak IT Consulting and Media Active Internet Broker. "We have been monitoring the market since the beginning of the year - but the scope of our work was narrower than we aspire for. We will release our first report on internet advertising next month - it will provide data for May. But the first 100 percent satisfying and credible report will be released in June. The internet as an interactive medium is very difficult to monitor," said Marcin Chyliński, Netmonitoring project manager.
The internet is the fastest developing ad market, and will continue to grow in double digits in the years to come. It attracted 3.6 percent of world adspend in 2004, up from 3.2 percent in 2003. The figure is expected to reach 4.4 percent by 2007.
In Poland, the internet advertising sector is worth zł.80-100 million annually, which amounts to a mere two percent of the entire market. That's not much in comparison to Sweden - the country with the highest Internet penetration - where the respective figure equals 7.7 percent. However, in Poland this share is also increasing at a considerable pace.
