Internet advertising spending will double by 2010, claim researchers at Parks Associates.

A new report - 'The Changing Face of Advertising in the Digital Age' - claims spending on Internet ads will account for 10 per cent of all US ad dollars in 2010, from 5 per cent in 2004.

It also claims that almost 21 per cent of surfers consider Internet advertising as the most relevant ad format for them, outscoring more traditional media formats such as newspapers, magazines, and radio.

"In the next few years, the Internet will become a mainstream ad platform and attract top dollars from advertisers," said Harry Wang, research analyst at Parks Associates.

Many large companies with familiar brands, including Anheuser-Busch, Procter & Gamble, Verizon, and Wachovia, have been moving money out of network TV and to the Web.

"Traditional media companies are fully aware of this ongoing change in the advertising industry," Wang said.