Online Ad Spend Continues Double-Digit Growth
The economy may be on an upward trajectory, but lingering caution among advertisers will lead to a continued shift toward online advertising, eMarketer forecasts.
eMarketer projects a 10.5 percent increase in U.S. online ad spending next year, followed by double-digit growth every year through 2014, when spending will reach $40.5 billion.
Online video advertising will remain the fastest-growing format throughout the period, while search will continue to attract the most dollars.
Growth in online spending will far outpace that for total media spending, which will inch up 1.2 percent next year after rising 3 percent this year. In 2014, eMarketer estimates total media ad spending will be $188.5 billion, up from $168.5 billion this year.
Faster growth online will help propel digital advertising from 15.3 percent of total U.S. ad spending in 2010 to 21.5 percent of total U.S. ad spending by 2014.