Internet ad spending recovers
By maddy
After the dotcom bubble, turned into ‘dotgone’ in late 1999, the online industry is finally recovering say analysts with the Internet ad spending picking up.

According to the Interactive Advertising Bureau in the US, Internet advertising revenue set a record last quarter since 1996. With Internet-related ad revenue touching $US2.2 billion, the analysts believe good times are here again. This could be promising news for thousands of online casinos, which currently rely largely on online transactions from gamblers.

Forrester Research, the technology tracker reported that online spending in the US is now bouncing back and expected to rise 5 per cent in 2004. To target the ad recovery, companies such as OneDigital are now helping online bookies beef up their websites with strategic content. Its client Centrebet, the online sports bookmaker, for example, had attracted some 120,000 customers largely from Scandinavian countries, but the number of unique visitors or customers was falling.

OneDigital revamped and put key terms into the content such as ‘Australian sports betting’ and ‘legal betting’ and created specific pages and subsections for sports events such as the FIFA World Cup and the rugby World Cup. After the revamp with fresh content, the number of inquiries and customers coming online jumped from a couple of thousand a month to 50,000 in a few days.

Chris Thomas, an Internet advertising executive says the different ways in which net advertising was measured in the past was confusing. But now with new standardized web measurement guidelines better methods of tracking customers have evolved.

He believes with some homework, the market will reach its heydays soon.

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