The economy is starting to show something of a consistent upward trajectory; that said, continued caution among advertisers and agencies will lead to a continued shift toward online advertising, according to recent forecasts by eMarketer.
eMarketer projects a 10.5% 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. This is very good news indeed for those marketing and media professionals who have stayed the course and held tight to their digital convictions during the recessionary turmoil of the past several years.
Ironically, marketers’ economic concerns and pragmatism seem to be the very things that are leading them to spend more for online advertising. This trend also seems to reflect how internet advertising is becoming more and more accepted and even preferred over most traditional media. The confidence is largely driven by the ability to more closely measure and monitor their advertising expenditures against results.
Big brand marketers spend more for online video advertising (the fastest-growing format throughout the period), small and mid-size businesses spend more for banner ads, search advertising and social media. Search gets the most total dollars.
Other eMarketer forecasts indicate increases in online spending to far outpace those for total media spending, which will inch up by 1.2% next year after rising 3% in 2010. In 2014, eMarketer estimates total media ad spending will be $188.5 billion, up from $168.5 billion this year. In the final analysis, faster growth online will help propel digital from 15.3% of total U.S. ad spending in 2010 to 21.5% by 2014.
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