Most experts predicted that 2008 would be the panacea for the Internet. That is, the medium would climb positions with respect to other media in terms of advertising investment, there would be a significant increase in its use, and the growth of online companies would be spectacular. To some extent, the predictions have been fulfilled and the Internet is evolving positively, even more so when compared to the written press.
But analysts have been overly optimistic and their betting data predictions have often turned out to be exaggerated. Take for example a list of 10 claims that have been made about the Internet and have failed, according to Advertising Age magazine .
Online advertising to grow 29% in 2008
In November 2007, forecasts suggested that despite the economic slowdown, 2008 would be a great year for the online advertising market and that advertisers would abandon television for the Internet, which is a cheaper and more measurable medium. However, television continues to account for the majority of advertising investment. Meanwhile, the growth of commercial space on the Internet did not reach the desired 29% but rather 15% in the first six months of the year and 11% in the third quarter, according to the Internet Advertising Bureau.