Internet growth is ‘opaque’ says Thomson Intermedia

A leading research group has put a question mark against the validity of search-based online advertising – the complex support mechanism for thousands of travel companies – as a transparent marketing tool for the future.

Thomson Intermedia said in its report on media trends for 2005, carried out with accountancy firm KPMG, that the ongoing rapid growth of the Internet had been the “biggest” story of the year.
But chief executive Sarah Jane Thomson described the Internet as “opaque”, adding that search-based advertising was leading the growth but traditional buttons and skyscrapers revenues had actually declined at the end of last year.

She warned that the continued growth rate could in fact lead to a lack of “transparency” in marketing spend, as the industry is unable to monitor search-based ads.

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