Study Bearish on ITV Ad Revenue


Jupiter Research expects interactive-television ad revenues to pale in
comparison to Internet dollars by 2005, and it's advising clients to confine
usage 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 Marissa Gluck, a
senior analyst at Jupiter. '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
interactive TV will hit $4 billion and wireless $700 million.