DUBLIN – Research and Markets has announced the addition of eMarketer’s new report “US Advertising Spending” to their offering.
Spending for US online advertising will have decreased 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 it was 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?
Key Topics Covered:
EXECUTIVE SUMMARY
US Online Advertising Spending, 2008-2014 (billions and % change)
Key Questions
THE EMARKETER VIEW
TOTAL INTERNET
Reasons for Total Internet Forecasts
Quarter by Quarter
Internet Ad Formats
Total Media
COMPARATIVE ESTIMATES
Total Internet
Search
Display
Video
Total Media
Sources/Contributors:
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
For more information visit http://www.researchandmarkets.com/research/e65f82/us_advertising_spe
