Gartner: Media buyers mixed on interactive ads

08/12/2003 | MediaPost Communications

Data from Gartner G2 says spending on interactive advertising will increase to $8.6 billion by 2005, but a majority of media buyers still think traditional advertising is more effective, a survey by Gartner found. "A fundamental shift in these perceptions needs to occur for interactive advertising to substantially grow its share of the overall budget," says Gartner analyst Denise Garcia.

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