The Association of Online Publishers (AOP) Census questioned member businesses and found that advertising is the largest generator of revenue for publishers, bringing in 75 per cent of income.
Of this, 59 per cent was attributable to display advertising, with 16 per cent made up by classifieds.
The top three internet marketing formats for publishers were revealed to be banners and buttons (45 per cent), skyscrapers (21 per cent) and MPUs (15 per cent).
Errol Baran, chairman of AOP’s commercial working group, said: "The best thing about internet is that it’s comparable with different traditional media. Banners and skyscrapers are poster format ads, while video is the online sister of TV commercials."
A recent survey by PricewaterhouseCoopers revealed that the internet’s share of all advertising revenues has increased to 11.4 per cent from 7.8 per cent in 2005.