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US Online Advertising:
Resilient in a Rough Economy
Even with the Olympics and presidential election campaigns on the horizon, overall ad spending in the US is in the doldrums. Except online. US Internet advertising will not only be more resilient than traditional media, it will grow. In fact, in 2009, 10% of all US ad dollars will go online.
The US Online Advertising report analyzes the factors that are contributing to the continued growth of the Internet channel in tough economic times.
Even as the growth rate declines through 2009, overall Internet ad spending increases will remain in positive territory—in the mid-teens or higher through 2011.
This growth, even if less than in years past will surpass all other major media.
Key questions the “US Online Advertising” report answers:
- How much will a recession shape US Internet ad spending?
- Why might advertisers shift budgets to the Internet?
- What are the US ad revenue trends among the Big Four portals?
- Are any online ad formats truly “recession proof”?
- What forces will support growth in total media ad spending?
- And many others…
eMarketer Reports—On Target and Up to Date
The US Internet Ad Spending report aggregates the latest data from international marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, accurate business decisions.
To download the report to your desktop—click Add to Cart:
Even with the Olympics and presidential election campaigns on the horizon, overall ad spending in the US is in the doldrums. Except online. US Internet advertising will not only be more resilient than traditional media, it will grow. In fact, in 2009, 10% of all US ad dollars will go online.
Executive Summary
 US Online and Total Media Advertising Spending, 2006-2012 (billions and % of total media spending)
Key Questions
The eMarketer View
Key eMarketer Numbers-US Online Advertising Spending
Online Ad Spending
The Numbers
US Online Advertising Spending, 2006-2012 (billions)
US Online Advertising Spending Growth, 2006-2012 (% change)
US Online Advertising Spending As a Percent of Total Media Advertising Spending, 2006-2012
The Back Story
Change in Advertising Spending in the Next Six Months according to US Advertisers and Agency Executives, by Media, October-November 2007 (% of respondents)
Share of Time in a Typical Week that US Adults Spend with Select Media* vs. Share of US Advertising Spending by Media, 2007
Average Time per Week that US Internet Users Spend with Select Media, September-October 2007 (hours)
Comparative Estimates: Internet Ad Spending
Comparative Estimates: US Online Advertising Spending, 2007-2012 (billions)
Comparative Estimates: US Online Advertising Spending Growth, 2007-2012 (% change)
Comparative Estimates: US Online Advertising Spending As a Percent of Total Media Advertising Spending, 2007-2012
The Big Four: Portal Ad Revenues
Online Advertising Services Available on Select Portals, 2007
Importance of Large Internet Portals* according to US Advertising Agency Executives, 2007 (% of respondents)
US Online Advertising Revenue* Growth at Top Four Portals, 2005-2008 (% change)
US Online Advertising Revenues* at Top Four Portals, 2004-2008 (millions)
US Online Advertising Revenues* at Top Four Portals As a Percent of Total Online Advertising Spending, 2004-2008
US Online Advertising Revenues* at Top Four Portals As a Percent of US Total Media Advertising Spending, 2004-2008
Internet Ad Formats
US Online Advertising Spending, by Format, 2007-2012 (millions)
US Online Advertising Spending Growth, by Format, 2007-2012 (% change)
US Online Advertising Spending, by Format, 2007-2012 (% of total and billions)
Comparative Estimates: Internet Ad Formats
Comparative Estimates: US Online Advertising Spending, by Format, 2008 (millions)
Comparative Estimates: US Online Advertising Spending, by Format, 2010 (millions)
Comparative Estimates: US Online Advertising Spending Growth, by Format, 2008 (% change)
Comparative Estimates: US Online Advertising Spending Growth, by Format, 2010 (% change)
Comparative Estimates: US Online Advertising Spending, by Format, 2008 (% of total Internet and millions)
Comparative Estimates: US Online Advertising Spending, by Format, 2010 (% of total Internet and millions)
Total Media Ad Spending
US Total Media Advertising Spending Growth, 2006-2012 (% change)
US Total Media Advertising Spending, 2006-2012 (billions)
Comparative Estimates: Total Media
Comparative Estimates: US Total Media Advertising Spending, 2007-2012 (billions)
Comparative Estimates: US Total Media Advertising Spending Growth, 2007-2012 (% change)
Related Information and Links
Related Links
Contact
Report Contributors
Even with the Olympics and presidential election campaigns on the horizon, overall ad spending in the US is in the doldrums. Except online. US Internet advertising will not only be more resilient than traditional media, it will grow. In fact, in 2009, 10% of all US ad dollars will go online.
Advertiser Perceptions
Bear Stearns
BMO Capital Markets Corp. (Harris Nesbitt)
Borrell Associates Inc.
Carat Insight
eMarketer
Forrester Research
GroupM
iMedia Connection
International Data Corporation (IDC)
J.P. Morgan
JupiterResearch
Lehman Brothers
MediaPost Communications
Morgan Stanley
Myers Publishing LLC
Oppenheimer & Co. Inc.
Piper Jaffray & Co.
PricewaterhouseCoopers (PwC)
The Kelsey Group
TNS Media Intelligence
Universal McCann
Veronis Suhler Stevenson (VSS)
Yankee Group
ZenithOptimedia
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