Online advertising revenues will creep upward in 2009 only to drop in 2010 before recovering, predicts the Yankee Group in its “2009 Advertising Forecast: Getting the Consumer’s Attention.”
The research firm pegs 2009 online ad revenues at $23.63 billion, a 1.8% year-over-year increase. In 2013 revenues will surpass $31 billion.
Yankee Group attributes the up-down forecast for the next two years to the combination of increasing user attention, booming search advertising and falling ad prices due to inventory oversupply.
eMarketer is more bullish in its US online ad spending projections for the forecast period, predicting increases every year through 2013, when ad spending will hit $37.2 billion. eMarketer believes that $24.5 billion will be spent on online advertising in 2009.
US mobile advertising revenues will see faster growth, according to Yankee Group, which predicts a 60% jump this year to $184 million. By 2013 the research firm expects $566 million to go toward mobile ads.
eMarketer’s US mobile ad spending forecast is significantly higher, predicting $760 million in spending this year, rising to more than $3.3 billion in 2013. However, different research firms have widely varying estimates of mobile ad spending, unsurprising in a nascent market that is still difficult to measure. Figures for 2009 spending range from Yankee Group’s low of $184 million to the more than $2.2 billion in spending predicted by JPMorgan in January 2009.
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Check out today’s other article, “Who Is Most Engaged with E-Mail?.”