1-20-2012
According to eMarketer U.S. online ad spending will post growth well above 20% again this year to reach nearly $40 billion as the internet continues to prove its worth to advertisers in a tough economic climate. eMarketer principal analyst David Hallerman says ?advertisers? comfort level with integrated marketing is greater than ever, and this is helping more advertisers?and more large brands?put a greater share of dollars online.?
This year, US online ad spending will exceed the total spent on print magazines and newspapers for the first time, at $39.5 billion vs. $33.8 billion. And as online shoots up, the print total will continue to inch downward. Double-digit growth is expected through 2014, when US online ad spending will reach $52.8 billion. In 2016, eMarketer expects advertisers to spend $62 billion online.
Spending on TV, however, appears largely unaffected by the growth of online. As internet ad spending rises, so will TV?albeit more slowly, and from a larger base. eMarketer estimates TV will grab $72 billion in US ad dollars in 2016, $10 billion more than will go online. Overall, eMarketer expects total media ad spending to grow 6.7% this year to $169.5 billion.
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