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Ad Spending Trends:
The Internet and Other Media
Internet ad spending is rising for a host of reasons. Marketers are shifting ad dollars online from other media, but online ad spending is also driving overall media spending. This year total media spending growth will reach 5.2%—but take the Internet dollars out of the equation and total media spend increases by only 4.1%.
Attention: Marketers, Advertising Agencies, Portals, Web Publishers, Online Retailers, Large Corporations and SMEs.
The Ad Spending Trends report explores the changing landscape of media spending—online and off—and the dynamics of how the two channels are affecting one another.
Four basic trends support the continued growth of Internet ad spending:
- Larger ad budgets overall
- Shifts in ad budgets from other media to the Internet
- More companies including the Internet as part of their campaigns
- Increased prices for both branding ads (display and rich media) and direct response vehicles (such as paid search)
Yet, for all the implications of soaring Internet ad spending, the medium still receives only a small share of most marketing budgets. That share is bound to expand, and as it expands there will be increasing media attention paid to Internet advertising.
But be warned: amid the excitement, hazards lurk for marketers still experimenting with the medium.
Key questions the Ad Spending Trends report addresses:
- How long can Internet advertising keep increasing by 20%-plus each year?
- Where is the money coming from to support increased Internet advertising?
- When will the Internet's share of total media spending surpass the 5% mark?
- What trends will most influence total media ad spending?
- Which companies are investing the most ad dollars in which media?
- And many more…
eMarketer Reports—On-Target and Up-to-Date
The Ad Spending Trends report aggregates the latest data from leading researchers—Deutsche Bank; Forrester; IAB/PwC, Internet Retailer; JupiterResearch; MediaPost; Nielsen//NetRatings; SmithBarney; TNS Media Intelligence; Veronis Suhler Stevenson and others—with a wealth of eMarketer numbers, projections and analysis to give you the up-to-date information you need to make smart, savvy advertising decisions.
To immediately download the report to your desktop—or receive a bound-paper copy via FedEx—click Add to Cart:
Internet ad spending is rising for a host of reasons. Marketers are shifting ad dollars online from other media, but online ad spending is also driving overall media spending. This year total media spending growth will reach 5.2%—but take the Internet dollars out of the equation and total media spend increases by only 4.1%.
Impetus
 US Advertising Spending Growth Rates for Total Media, Online Advertising and Total Media without the Internet, 2001-2009 (% increase/decrease vs. prior year)
Overview
Issues and Questions
The eMarketer Outlook
Implications for Your Business
For Large Enterprises
For SMEs
For Online Advertising Companies
For Web Publishers
A. The Big Picture
Premium Display Ad Inventory and Run-of-Network Inventory Price Increase according to US Media Executives, Q1 & Q2 2005 (as a % increase vs. prior quarter)
Change in Average CPMs for Premium* Online Ad Inventory according to US Media Planners and Buyers, Q3 vs. Q4 2004 (as a % of respondents)
Average Paid Search Keyword Price Index* in the US, September 2004-July 2005
US Marketers' Projections for Online Advertising and E-Mail Marketing Budgets Compared with Prior Year, 2005 (as a % of respondents)
B. Internet Ad Spending
US Online Advertising Spending, 2000-2009 (billions)
US Online Advertising Spending Growth, 2001-2009 (% increase/decrease vs. prior year)
US Online Advertising Spending, by Quarter, Q1 2003-Q4 2005 (in billions)
US Online Advertising Spending Growth, by Quarter, Q1 2003-Q4 2005 (as a % increase/decrease vs. the prior quarter and as a % increase vs. the same quarter prior year)
Comparative Estimates
Comparative Estimates: US Online Advertising Spending, 2005 (in billions)
Comparative Estimates: US Online Advertising Spending Growth, 2005 (as a % increase vs. prior year)
Comparative Estimates: US Online Advertising Spending, 2003-2009 (in billions)
Comparative Estimates: US Online Advertising Spending Growth, 2003-2009 (as a % increase/decrease vs. prior year)
Growth Rate Comparisons
US Advertising Expenditures for Broadcast TV, 1952-1956 (as a % increase vs. prior year)
US Advertising Expenditures for Cable TV, 1988-1992 (as a % increase vs. prior year)
Spending vs. Audience
Average Annual Online Advertising Spending per User in the US, 2000-2008
Growth Rate for Overall Online Advertising Spending vs. Average Online Advertising Spending per User in the US, 2001-2008 (% increase/decrease vs. prior year and as a % differential)
Growth Rate for Overall Online Advertising Spending vs. Average Online Advertising Spending per Person* per Hour's Usage in the US, 2004-2009 (dollars, % increase vs. prior year and % differential)
C. Total Media Spending
US Total Media Advertising Spending, 2000-2009 (in billions)
US Total Media Advertising Spending Growth, 2001-2009 (as a % increase/decrease vs. prior year)
Comparative Estimates
Comparative Estimates: US Total Media Advertising Spending, 2005 (in billions)
Comparative Estimates: US Total Media Advertising Spending Growth, 2005 (as a % increase vs. prior year)
Comparative Estimates: US Total Media Advertising Spending, 2003-2009 (in billions)
Comparative Estimates: US Total Media Advertising Spending Growth, 2003-2009 (as a % increase/decrease vs. prior year)
D. Internet vs. Other Media
US Online and Total Media Advertising Spending, 2000-2009 (in billions and online as a % of total media spending)
Share of US Total Media Advertising Spending, by Media, 2004 & 2005 (as a % of total spending)
Comparative Estimates: US Online Advertising as a Percent of Total Media Ad Spending, 2003-2009
Spending Shifts
Change in Online Advertising Spending according to US Media Executives, Q2 2005 vs. Q1 2005 (as a % of respondents)
Change in Demand for Select Media vs. Prior Year according to US Media Planning and Buying Executives, August 2003, December 2003 & December 2004 (as a % of respondents)
How US Marketers Are Funding Increases in Their Online Advertising Budgets, 2005 (as a % of respondents)
Advertising Media Where US Marketers Will Spend Less in Order to Fund Increases in Online Advertising Spending, 2005 (as a % of respondents)
Traditional Advertisers & the Internet
Leading 100 Advertisers' Portion of Each Medium's US Ad Spending, by Media, 2003 & 2004 (as a % of medium's total spending and as a % increase/decrease vs. prior year)
US Ad Spending among Leading 100 Advertisers and All Companies, by Media, 2003 & 2004 (in thousands and as a % increase/decrease vs. prior year)
Leading 100 Advertisers' and Each Medium's Portion of Total US Ad Spending, by Media, 2003 & 2004 (as a % of medium's total spending and as a % increase/decrease vs. prior year)
US Online Advertising Spending among Leading 100 Advertisers, by Industry, 2003 & 2004 (thousands and % increase/decrease vs. prior year)
Top 15 Companies for US Online Advertising Spending among Leading 100 Advertisers, 2003 & 2004 (thousands and % increase/decrease vs. prior year)
Top 10 Growth Rates for US Online Advertising Spending* among Leading 100 Advertisers, 2004 (% increase vs. prior year)
Top 15 Companies for US Online Advertising Spending As a Portion of Total US Advertising Spending among Leading 100 Advertisers, 2003 & 2004 (% of total and as a % increase/decrease vs. prior year)
E. Internet Spending Breakdown
By Format
US Online Advertising Spending, by Format, 2004-2009 (millions)
US Online Advertising Spending, by Format, 2004-2009 (% of total online ad spending)
US Online Advertising Spending Growth, by Format, 2004-2009 (% increase/decrease vs. prior year)
Comparative Estimates: US Paid Search Advertising Spending As a Percent of Total Online Advertising Spending, 2003-2009
Comparative Estimates: US Paid Search Ad Spending, 2003-2009 (in billions)
Comparative Estimates: US Paid Search Ad Spending Growth, 2003-2009 (as a % increase vs. prior year)
US Paid Search Advertising Revenues at Google and Yahoo!, 2001-2005 (in millions, as a % increase vs. prior year and as a % of total online and paid search ad spending)
By Objective
US Online Advertising Spending, by Objective, 2000-2009 (% of total online ad spending)
US Online Advertising Spending, by Objective, 2001-2009 (billions)
US Online Advertising Spending, by Objective, 2001-2009 (% increase/decrease vs. prior year)
By Company
Top 20 Online Advertisers in the US, Ranked by Spending, April 2005 (thousands)
F. Spending by Media, Industry, Company
By Media
US Advertising Spending, by Media, 2003 & 2004 (in millions and as a % increase/decrease vs. prior year)
US Total Media Advertising Spending, by Media, 2004 & 2005 (in billions)
US Total Media Advertising Spending, by Media, 2004 & 2005 (in billions)
US Total Media Advertising Spending Growth, by Media, 2005 (as a % increase vs. prior year)
US Total Media Advertising Spending Growth, by Media, 2005 (as a % increase vs. prior year)
Share of US Total Media Advertising Spending, by Media, 2004 & 2005 (as a % of total spending)
Share of US Total Media Advertising Spending, by Media, 2004 & 2005 (as a % of total spending)
By Industry
Total US Ad Spending for Measured Media*, by Industry, 2004 (in millions, as a % increase/decrease vs. prior year and as a % of total spending)
Each Industry's Portion of Measured Media Ad Spending among the Top 200 Megabrands, 2003 & 2004 (as a % of total spending)
Total US Ad Spending among Leading 100 Advertisers, by Industry, 2003 & 2004 (in thousands and as a % increase/decrease vs. prior year)
By Company
Top 10 US Advertisers, by Advertising Spending, 2003 & 2004 (in millions and as a % increase/decrease vs. prior year)
Advertising Spending by the Top 10 Advertisers in the US, 2004 (in millions and as a % increase/decrease vs. prior year)
Top 10 US Advertisers among the Leading 100 Advertisers, by Company, 2003 & 2004 (in millions and as a % increase vs. prior year)
Top 10 Television* Ad Spenders among Leading 100 Advertisers in the US, 2003 & 2004 (in thousands and as a % increase/decrease vs. prior year)
Top 10 Radio* Ad Spenders among Leading 100 Advertisers in the US, 2003 & 2004 (in thousands and as a % increase/decrease vs. prior year)
Top 10 Newspaper* Ad Spenders among Leading 100 Advertisers in the US, 2003 & 2004 (in thousands and as a % increase/decrease vs. prior year)
Top 10 Magazine* Ad Spenders among Leading 100 Advertisers in the US, 2003 & 2004 (in thousands and as a % increase/decrease vs. prior year)
Related Information and Links
Related Links
Related Charts
Suggested Keywords for eStat Database
Contact
Spotlight Contributors
Internet ad spending is rising for a host of reasons. Marketers are shifting ad dollars online from other media, but online ad spending is also driving overall media spending. This year total media spending growth will reach 5.2%—but take the Internet dollars out of the equation and total media spend increases by only 4.1%.
Advertising Age
American Technology Research
comScore Inc.
Deutsche Banc Alex. Brown
Deutsche Bank
eMarketer
Fathom Online
Forrester Research
GartnerG2
Global Insight
Google
InsightExpress
Internet Advertising Bureau UK (IAB UK)
Internet Retailer
JPMorgan
JupiterResearch
MediaPost Communications
Merrill Lynch
Myers Publishing LLC
Nielsen Monitor-Plus
Piper Jaffray & Co.
PricewaterhouseCoopers (PwC)
SG Cowen
Smith Barney
The Kelsey Group
TNS Media Intelligence
Universal McCann
US Census Bureau
Veronis Suhler Stevenson (VSS)
Yahoo!
ZenithOptimedia
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Price: $695.00
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Price: $695.00
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