Internet will survive economic woes better than other media
NEW YORK (Aug. 14, 2008)
has revised its Internet ad spend projections, estimating that advertisers will
spend $24.9 billion online this year in the US.
That estimate is slightly lower than the one eMarketer put out in March 2008,
which said that US online advertising spending would reach $25.9 billion in
2008. But it is important to note that the lowered estimate still represents an
increase of 17.4% over 2007 spending.
“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