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US Advertising Spending
Spending for US online advertising will decrease in 2009 by 4.6%—the first drop since 2002. However, the slowly recovering economy, combined with basic structural changes in how marketers and the public use media, will lead to Internet ad spending growth in early 2010.
While eMarketer previously estimated that 2009 online ad spending would grow by 4.5%,several factors have changed:
Reports from major portals through Q3 2009 showed either mild growth (Google, for search) or sharp downturns (Yahoo! and AOL).
Research from the IAB and PwC through Q3 2009 indicated an overall online ad market in decline.Continued softness in key areas keeps driving down classified advertising—formerly the third-biggest online ad format.But search ad spending remains relatively steady and banner ad spending is down by only a small amount.
The 100 largest advertisers are still putting a relatively small share of their measured media budgets into display advertising.These major marketers are, in general, still holding back from greater online ad investment,which continues to stymie overall market growth.
The primary structural change is the spending uptick for non-advertising marketing.Making all Internet ad spending estimates incomplete indicators of the industry’s health.The new marketplace is a rapidly evolving ecosystem built on top of the social Internet.As marketers look to engage their audience with relevant, trustworthy messages,that increasingly means smaller shares of marketing budgets going to traditional advertising.
Key questions this report answers:
- What are the key digital advertising trends over the next five years?
- Which ad formats will get the most growth? Most new dollars?
- How has Internet advertising affected the total media universe?
- What are researchers forecasting for US ad spending?
Spending for US online advertising will decrease in 2009 by 4.6%—the first drop since 2002. However, the slowly recovering economy, combined with basic structural changes in how marketers and the public use media, will lead to Internet ad spending growth in early 2010.
Executive Summary
 US Online Advertising Spending, 2008-2014 (billions and % change)
Key Questions
The eMarketer View
Key eMarketer Numbers-US Advertising Spending
Total Internet
US Online Advertising Spending, 2008-2014 (billions)
US Online Advertising Spending as a Percent of Total Media Advertising Spending, 2008-2014
US Online Advertising Spending Growth, 2008-2014 (% change)
Reasons for Total Internet Forecasts
US Online Advertising Revenues, by Major Industry Category, First half 2008 & First half 2009 (% share)
US Online Advertising Revenues, by Pricing Model, First half 2008 & First half 2009 (millions and % share)
US Online Advertising Revenues for the Top 10, 25 and 50 Advertising-Selling Companies, First half 2008 & First half 2009 (% share)
Quarter by Quarter
US Online Advertising Spending Growth, Q1 2007-Q4 2009 (% change)
US Online Advertising Spending, Q1 2007-Q4 2009 (billions)
Internet Ad Formats
US Online Advertising Spending Growth, by Format, 2008-2014 (% change)
US Online Advertising Spending, by Format, 2008-2014 (millions)
US Online Advertising Spending's Annual Increases or Decreases, by Format, 2008-2014 (millions)
US Online Advertising Spending Share, by Format, 2008-2014 (% of total and billions)
Reasons for Internet Format Forecasts
Total Media
US Total Media Advertising Spending, 2008-2014 (billions)
US Total Media Advertising Spending Growth, 2008-2014 (% change)
Reasons for Total Media Ad Spending Forecasts
Comparative Estimates
Total Internet
Comparative Estimates: US Online Advertising Spending Growth, 2008-2013 (% change)
Comparative Estimates: US Online Advertising Spending, 2008-2013 (billions)
Comparative Estimates: US Online Advertising Spending as a Percent of Total Media Advertising Spending, 2008-2013
Search
Comparative Estimates: US Search Advertising Spending Growth, 2008-2013 (% change)
Comparative Estimates: US Search Advertising Spending, 2008-2013 (billions)
Comparative Estimates: US Search Advertising Spending as a Percent of Total Online Advertising Spending, 2008-2013
Display
Comparative Estimates: US Display* Advertising Spending Growth, 2008-2013 (% change)
Comparative Estimates: US Display* Advertising Spending, 2008–2013 (billions)
Comparative Estimates: US Display* Advertising Spending as a Percent of Total Online Advertising Spending, 2008-2013
Video
Comparative Estimates: US Online Video Advertising Spending, 2008-2013 (millions)
Comparative Estimates: US Online Video Advertising Spending Growth, 2008-2013 (% change)
Comparative Estimates: US Online Video Advertising Spending as a Percent of Total Online Advertising Spending, 2008-2013
Comparative Estimates: US Online Video Advertising Spending as a Percent of Total TV* Advertising Spending, 2008-2013
Total Media
Comparative Estimates: US Total Media Advertising Spending, 2008-2013 (billions)
Comparative Estimates: US Total Media Advertising Spending Growth, 2008-2013 (% change)
eMarketer Methodology
Change in Total Media Benchmark
Conclusions
Endnotes
107331 | 107333 | 107338
US Online Advertising Revenues for the Top 10, 25 and 50 Advertising-Selling Companies, First half 2008 & First half 2009 (% share)
US Online Advertising Revenues, by Pricing Model, First half 2008 & First half 2009 (millions and % share)
US Online Advertising Revenues, by Major Industry Category, First half 2008 & First half 2009 (% share)
108194 | 108925
Key eMarketer Numbers-US Advertising Spending
US Online Advertising Spending as a Percent of Total Media Advertising Spending, 2008-2014
108195 | 108196
Comparative Estimates: US Online Advertising Spending, 2008-2013 (billions)
Comparative Estimates: US Online Advertising Spending Growth, 2008-2013 (% change)
108199
Comparative Estimates: US Online Advertising Spending as a Percent of Total Media Advertising Spending, 2008-2013
108200
Comparative Estimates: US Total Media Advertising Spending, 2008-2013 (billions)
108202
Comparative Estimates: US Total Media Advertising Spending Growth, 2008-2013 (% change)
108204 | 108207 | 108209
Comparative Estimates: US Search Advertising Spending, 2008-2013 (billions)
Comparative Estimates: US Search Advertising Spending Growth, 2008-2013 (% change)
Comparative Estimates: US Search Advertising Spending as a Percent of Total Online Advertising Spending, 2008-2013
108212 | 108225 | 108227
Comparative Estimates: US Display* Advertising Spending, 2008–2013 (billions)
Comparative Estimates: US Display* Advertising Spending Growth, 2008-2013 (% change)
Comparative Estimates: US Display* Advertising Spending as a Percent of Total Online Advertising Spending, 2008-2013
108228 | 108230 | 108231
Comparative Estimates: US Online Video Advertising Spending, 2008-2013 (millions)
Comparative Estimates: US Online Video Advertising Spending Growth, 2008-2013 (% change)
Comparative Estimates: US Online Video Advertising Spending as a Percent of Total Online Advertising Spending, 2008-2013
108232
Comparative Estimates: US Online Video Advertising Spending as a Percent of Total TV* Advertising Spending, 2008-2013
108909 | 108911 | 108912 | 108916 | 108917 | 108919 | 108921
US Online Advertising Spending, 2008-2014 (billions)
US Online Advertising Spending Growth, 2008-2014 (% change)
US Online Advertising Spending, 2008-2014 (billions and % change)
US Online Advertising Spending, by Format, 2008-2014 (millions)
US Online Advertising Spending's Annual Increases or Decreases, by Format, 2008-2014 (millions)
US Online Advertising Spending Growth, by Format, 2008-2014 (% change)
US Online Advertising Spending Share, by Format, 2008-2014 (% of total and billions)
108914 | 108915
US Online Advertising Spending, Q1 2007-Q4 2009 (billions)
US Online Advertising Spending Growth, Q1 2007-Q4 2009 (% change)
108922 | 108924
US Total Media Advertising Spending, 2008-2014 (billions)
US Total Media Advertising Spending Growth, 2008-2014 (% change)
Related Information and Links
Related Links
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Report Contributors
Spending for US online advertising will decrease in 2009 by 4.6%—the first drop since 2002. However, the slowly recovering economy, combined with basic structural changes in how marketers and the public use media, will lead to Internet ad spending growth in early 2010.
Barclays Capital
Bernstein Research
Carat Insight
Citi Investment Research
Collins Stewart LLC
Cowen and Co.
Credit Suisse
eMarketer
Forrester Research
GroupM
Inside Digital Media, Inc.
Interactive Advertising Bureau (IAB)
Jefferies & Company
JPMorgan
LiveRail
MAGNA
Mintel International Group, Ltd.
Morgan Stanley
Myers Publishing LLC
Oppenheimer & Co. Inc.
Piper Jaffray & Co.
PricewaterhouseCoopers (PwC)
SNL Kagan
Thomas Weisel Partners
UBS
Yankee Group
ZenithOptimedia
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Price: $695.00
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