up 10% on todays announcement

emitch / Roy Morgan Research
Internet Advertising Intentions and Attitudes Survey
STRONG ONLINE AD SPEND CONTINUING IN 2005

Advertisers, agencies and publishers are increasingly optimistic about the role of the internet as part of the overall media mix, with the majority of advertisers (73%, up fourteen percentage points from 59% in December 2004) agreeing that �gthe internet will be a vital component of my company�fs marketing strategy over the next three years�h.

Prominent advertisers allocated an average 5% of their advertising spend to online advertising in 2004-2005. This level of online advertising spend is slightly ahead of predictions made in June 2004, according to the latest emitch/Roy Morgan Internet Advertising Intentions and Attitudes Survey conducted in July. It is however down from predictions made in January 2005, largely due to some of
the previously more bullish advertisers tempering the size of their anticipated expenditure.

The strong trend is forecast to continue, with prominent advertisers reporting that they will invest 6% of their advertising dollars online in 2005-2006.

The survey found that general internet advertising continues to be the dominant online advertising form.

A majority of advertisers have now embraced the internet with 54% of advertisers having invested in online advertising in the past 12 months�\similar to the last survey six months ago.
And there has been a significant increase over the past six months in the proportion of advertisers who see the internet as a vital component of their marketing strategy.

Seventy-one per cent of advertising agencies surveyed had placed advertising online in the past 12 months, similar to the last survey six months ago.

Online Advertising Behaviour
General internet advertising, which incorporates banners, tiles and the like, continues to attract the lion�fs share (64%) of online advertising spend.