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US Online Ad Spending:
Peak or Plateau?
Ad dollars continue shifting to the Internet. For example, Internet ad spending by auto manufacturers rose nearly 52% during the first seven months of this year. Yet since the spending gain in the category was only $49 million, compared to a print loss of $750 million, even if total ad spending hits a bump in the road, Internet advertising still has room to grow.
Attention: Marketers, Advertising Agencies, Portals, Online and Offline Retailers, Large Corporations and SMEs and Financial Analysts.
The US Online Ad Spending report analyzes the trends that will continue to drive the growth of Internet ad spending for the next several years.
At first glance, it appears that Internet ad spending has kept pace with the audience online. Last year, advertisers spent an average of $71.51 per user, which eMarketer projects will increase to $88.28 this year and will inch close to the $100 per user mark next year.
However, even the high growth rate for average ad spending per user fails to match up with the impressive growth rate for overall Internet ad spending.
Key questions the "US Online Ad Spending" report answers:
- Why will Internet advertising not continue growing at 30%-plus rates?
- What outstanding trends will draw more ad dollars to the Internet?
- How will paid search continue as the dominant online advertising format?
- When will total media ad spending decrease—and why?
- Are the largest US advertisers firmly committed to Internet advertising?
- What will be the impact of video advertising?
- And many more…
eMarketer Reports—On-Target and Up-to-Date
The US Online Ad Spending report aggregates the latest data from advertising and communications researchers with eMarketer numbers, projections and analysis to provide the information you need to make the right marketing decision – every time.
To download the report to your desktop—or receive a bound-paper copy via FedEx—click Add to Cart:
Ad dollars continue shifting to the Internet. For example, Internet ad spending by auto manufacturers rose nearly 52% during the first seven months of this year. Yet since the spending gain in the category was only $49 million, compared to a print loss of $750 million, even if total ad spending hits a bump in the road, Internet advertising still has room to grow.
Executive Summary
 US Ad Spending Growth Rates for Total Media, Online Advertising and Total Media without the Internet, 2005-2010 (% increase/decrease vs. prior year)
Issues & Questions
The eMarketer View
Key eMarketer Numbers: US Online Advertising Spending
Internet Ad Spending
US Online Advertising Spending Growth, 2000-2010 (% increase/decrease vs. prior year)
US Online Advertising Spending, 2000-2010 (billions)
Comparative Estimates: The Internet
Comparative Estimates: US Online Advertising Spending, 2006 (billions)
Comparative Estimates: US Online Advertising Spending Growth, 2006 (% increase vs. prior year)
Comparative Estimates: US Online Advertising Spending, 2004-2010 (billions)
Comparative Estimates: US Online Advertising Spending Growth, 2004-2010 (% increase/decrease vs. prior year)
Quarter by Quarter
US Online Advertising Spending, by Quarter, Q1 2004-Q4 2006 (billions)
US Online Advertising Spending Growth, by Quarter, Q1 2004-Q4 2006 (% increase/decrease vs. prior quarter and % increase vs. same quarter prior year)
Spending vs. Audience
Average Annual Online Advertising Spending per User in the US, 2000-2010
Growth Rate for Online Advertising Spending vs. Average Annual Online Advertising Spending per User in the US, 2001-2010 (% increase/decrease vs. prior year and % differential)
Page Views among Top 100 Websites in the US, August 2005-August 2006 (millions and % increase/decrease vs. prior month and % increase/decrease vs. same month prior year)
More Supporting Trends
US Advertisers Who Use Online Advertising, 2005 & 2008 (% of respondents)
US Advertising Spending, by Media, First half 2006 (% increase/decrease vs. same period of prior year)
Change in Client Spending for Online Advertising according to US Media Buyers, Q2 2006 vs. Q1 2006 (% of respondents)
Expected Quarterly Change in Client Spending for Online Advertising according to US Media Buyers, Q3 2006 (% of respondents)
Change in Online Advertising CPM for Premium vs. Run-of-Network Inventories according to US Media Buyers, Q2 2006 vs. Q1 2006 (% of respondents)
Expected Quarterly Change in Online Advertising CPM for Premium vs. Run-of-Network Inventories according to US Media Buyers, Q3 2006 (% of respondents)
Internet Details
By Format
US Online Advertising Spending Growth, by Format, 2005-2010 (% increase/decrease vs. prior year)
US Online Advertising Spending, by Format, 2005-2010 (% of total online ad spending and billions)
US Online Advertising Spending, by Format, 2005-2010 (millions)
By Objective
US Online Advertising Spending, by Objective, 2000-2010 (% of total online ad spending)
US Online Advertising Revenues, by Format, 2005-2010 (millions, % increase vs. prior year and % market share)
US Online Advertising Spending Growth, by Objective, 2001-2010 (% increase/decrease vs. prior year)
US Online Advertising Spending, by Objective, 2000-2010 (billions)
By Company
Online Advertising Spending among 100 Leading US Advertisers, Ranked by Total US Advertising Spending*, 2004 & 2005 (thousands and as a % increase/decrease vs. prior year)
Top 20* Advertisers for US Online Advertising Spending among Leading 100 US Advertisers, 2004 & 2005 (thousands and % increase/decrease vs. prior year)
Top 20 Online Advertisers in the US, Ranked by Spending, June 2006 (thousands)
Top 10 Online Advertisers in the US, Ranked by Spending, June 2006
Total Media Spending
US Total Media Advertising Spending Growth, 2001-2010 (% increase/decrease vs. prior year)
US Total Media Advertising Spending, 2000-2010 (billions)
US Total Media Ad Spending, by Media, 2006 (millions)
Media Share of US Total Media Advertising Spending, 2006 (% of total)
Comparative Estimates: Total Media
Comparative Estimates: US Total Media Advertising Spending, 2006 (billions)
Comparative Estimates: US Total Media Advertising Spending Growth, 2006 (% increase vs. prior year)
Comparative Estimates: US Total Media Advertising Spending, 2004-2010 (billions)
Comparative Estimates: US Total Media Advertising Spending Growth, 2004-2010 (% increase/decrease vs. prior year)
The Internet vs. Other Media
US Advertising Revenues Lost Annually to the Internet, by Media, 2004-2007 (millions)
US Ad Spending Growth Rates for Total Media, Online Advertising and Total Media without the Internet, 2001-2010 (% increase/decrease vs. prior year)
US Advertising Spending, by Media, First half 2006 (% increase/decrease vs. same period of prior year)
US Advertising Spending Growth, by Media, 2006 (% increase vs. prior year)
US Advertising Spending, by Media, 2006 (% increase/decrease vs. prior year)
Measured Media Advertising Spending Growth in the US, by Media, 2004-2006 (% increase/decrease vs. prior year)
US Advertising Spending Growth, by Media, 2002-2007 (% increase/decrease vs. prior year)
US Advertising Spending, by Media, 2001-2007 (billions)
US Total Media Ad Spending, by Media, 2004 & 2005 (millions and % increase/decrease vs. prior year)
US Total Media Ad Spending, by Media, 2004 & 2005 (millions and % increase/decrease vs. prior year)
US Advertising Spending Growth, by Media, 2001-2007 (% of total media spending and billions)
Share of US Total Media Advertising Spending, by Media, 2004 & 2005 (% of total spending, % increase/decrease vs. prior year and millions)
Share of US Total Media Advertising Spending, by Media, 2004 & 2005 (% of total spending, % increase/decrease vs. prior year and millions)
The Internet’s Share of Total Media Ad Spending
Online Advertising Spending according to US Marketers, Q1 & Q2 2006 (as a % of total marketing budget)
Allocation of Advertising Spending by US Advertisers, by Media, 2005 & 2006 (% of respondents)
US Online Advertising Spending according to Ad Executives, 2005, 2006 & 2010 (% of total media budget)
US Online and Total Media Advertising Spending, 2000-2010 (billions and % of total media spending)
Comparative Estimates: US Online Advertising as a Percent of Total Media Ad Spending, 2004-2010
Traditional Advertisers & the Internet
By Media
Leading 100 US Advertisers' Portion of Each Medium's US Ad Spending, by Media, 2004 & 2005 (% of medium's total spending and % increase/decrease vs. prior year)
US Ad Spending among Leading 100 US Advertisers and All Companies, by Media, 2004 & 2005 (thousands and % increase/decrease vs. prior year)
Leading 100 US Advertisers' and Each Medium's Portion of US Total Media Ad Spending, by Media, 2004 & 2005 (% of medium's total spending and % increase/decrease vs. prior year)
By Industry
US Online Advertising Spending among Leading 100 US Advertisers, by Industry, 2004 & 2005 (thousands and % increase/decrease vs. prior year)
Internet's Portion of US Total Media Ad Spending among Leading 100 US Advertisers, by Industry, 2004 & 2005 (% of total spending and % increase/decrease vs. prior year)
US Total Media Ad Spending among Leading 100 US Advertisers, by Industry, 2004 & 2005 (thousands and % increase/decrease vs. prior year)
By Company
Top 20* Companies for US Total Media Ad Spending, 2004 & 2005 (thousands and % increase/decrease vs. prior year)
Top 20 Companies for US Total Media Ad Spending Growth among Leading 100 US Advertisers, 2005 (% increase vs. prior year)
Top 20 Advertisers among Leading 100 US Advertisers, Ranked by Online Advertising Spending, 2005 (thousands and % of each company's total media ad spending)
Top 25 Corporations in the Fortune 500, Ranked by Revenues, 2005 (millions)
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Ad dollars continue shifting to the Internet. For example, Internet ad spending by auto manufacturers rose nearly 52% during the first seven months of this year. Yet since the spending gain in the category was only $49 million, compared to a print loss of $750 million, even if total ad spending hits a bump in the road, Internet advertising still has room to grow.
Advertising Age
American Advertising Federation (AAF)
Borrell Associates Inc.
Carat Insight
Citi Investment Research
comScore Inc.
Credit Suisse
Deutsche Bank
eMarketer
Forrester Consulting
Forrester Research
Fortune
Groupe Interdeco
GroupM
InsightExpress
Interactive Advertising Bureau (IAB)
JMP Securities
JupiterResearch
McCann-Erickson
MediaPost Communications
Merrill Lynch
Morgan Stanley
Myers Publishing LLC
Nielsen Monitor-Plus
Nielsen//NetRatings
OMD
Outsell
Piper Jaffray & Co.
PQ Media, LLC
PricewaterhouseCoopers (PwC)
Schonfeld & Associates, Inc.
SG Cowen
The Kelsey Group
Thomas Weisel Partners
TNS Media Intelligence
UBS
Universal McCann
Veronis Suhler Stevenson (VSS)
ZenithOptimedia
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