Jupiter Study Bearish On ITV Ad Revenue

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NEW YORK - Jupiter Research
expects interactive-television ad revenues to pale in comparison to Internet dollars by 2005, and it's advising clients to confine their use of interactive advertising to targeted messages.

"Marketers that believe they can overcome the limitations of interactive and wireless devices as branding vehicles miss the point," said Jupiter senior analyst Marissa Gluck. "To maximize ad campaigns on these devices, advertisers must isolate and understand the attributes of modal targets, and match the marketing message to the objectives of the consumer using the device-not their demographic profiles."

Jupiter expects Internet advertising to reach $16 billion by 2005, while ITV revenues will hit $4 billion and wireless advertising will reach $700 million.

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