RSS
Online Advertising Shift To Continue In 2008
By Daya Baran at March 19, 2008 0 Comments
Interesting comment by David Hallerman, senior analyst at eMarketer
“Several elements unique to the Internet will support continued US ad spending growth even if other media falter.”
“The greater ability to measure ads online will likely encourage marketers with reduced budgets,” Mr. Hallerman said. “Those same marketers are finding that the audiences they need to target are spending more of their media time on the Web.”
Search will account for the largest portion of online ad spending in 2008, at 40%. That percentage will decrease slightly through 2012, 
when it will account for 37.3% of US online ad spending. Conversely, spending on rich media and video advertising is set to grow as a percentage of online ad spending, rising to 18.5% in 2012 from 10.2% in 2008.
Bear Stearns analyst Alexia Quadrani said US ad spending would increase 4% in 2008, up from an estimated 3.3% in 2007. Ms. Quadrani said that, despite fears about the economy, marketers still have reason to spend on advertising. “Many marketers face an extremely competitive landscape with products that aren’t very different from those of rivals. They also have raised prices and need to advertise to get consumers to continue to buy their goods.”
Labels: Online Advertising, Search, social media
