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“Even as the potent mix of a misfiring economy and consumers’ changing media habits shave advertising dollars from traditional venues such as newspapers and television, Internet ad spending will continue to grow rapidly,” says David Hallerman, senior analyst at eMarketer. “The fact that online ad spending is not immune to economic downturns, and yet will grow more than any other major medium, might be the clearest signal yet of how mainstream the Internet truly is.”
After a double-digit increase in 2008, spending growth in
2009 will drop to about 14.5%. By 2011, an anticipated boom in online video advertising, combined
with an increase of the average US online video advertising spending per online
video viewer and a recovered economy, will mean spending growth greater than
20% for the first time since 2007.
eMarketer benchmarks its US online ad spending projections
against the Interactive Advertising Bureau (IAB)/PricewaterhouseCoopers (PwC)
To speak to Mr. Hallerman about his analysis of the online
market, reach out to the eMarketer media contacts listed below.
eMarketer is "The First Place to Look" for research and analysis on
digital marketing and media. eMarketer aggregates and analyzes research from
over 3,000 sources, and brings it together in analyst reports, daily articles
and the most comprehensive database of online marketing statistics in the
Director of strategic communications, eMarketer
Communications coordinator, eMarketer
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