Advertising revenue from Telstra's [ASX: TLS] range of online and mobile sites is growing strongly, despite sliding ad revenue in the overall market.
Telstra's BigPond sites have recorded more than 50 percent growth in advertising revenue since the start of the calendar year.
Yet traditional advertising venues, such as print publications and television, are seeing that revenue stream begin to dry up.
According to Telstra Media Group Managing Director Justin Milne, this trend is a reflection of the fact that advertisers are increasingly moving away from traditional sources and looking to the web.
"More experienced companies are coming to see that online and mobile advertising offers much greater return on advertising investment and more accountability, which is vital in trying economic conditions," he said.