DUBLIN – Research and Markets has announced the addition of eMarketer’s new report “US Ad Spending: How Big Is the Bounceback?” to their offering.
This report estimates that US online advertising spending will reach $25.1 billion in 2010, representing 10.8% growth over last year. Relatively healthy economic gains, along with the ongoing shift of marketing dollars from traditional to digital media, have contributed to the double-digit increase.
Previous estimates, made in December 2009, was for spending of $23.6 billion, or a 5.5% increase. The current projected growth rates for 2011 through 2014, however, are in the same ballpark as our previous predictions.
One contributor to the altered 2010 estimate comes from the quicker-than-expected uptick in the US economy. This shift has a twofold effect: more shopping by consumers, most readily seen in search ad expenditures, and a greater willingness among companies of all sizes to spend a bit more for marketing in general.
That greater spending has also contributed to the ongoing shift of marketing dollars away from traditional media toward the Internet and other digital advertising. Brand marketers in particular recognize more than ever that connecting with target audiences means more spending for interactive.
However, continued economic hurdles, combined with corporate qualms about a renewal of the recession set off by the EU’s debt crisis, could put more of a damper than anticipated on spending by both companies and consumers. Much is still unknown, but its clear that a larger portion of total media ad spending will migrate to the Internet, even if overall ad spending remains stagnant.
Key questions this report answers:
What will cause online advertising to grow again in 2010 and subsequent years?
How do the spending trends reflect larger advertising and marketing trends?
Which Internet ad formats will show the greatest increases, and why?
What structural forces are changing total media ad spending forever?
How might economic turmoil affect companies’ spending?
Key Topics Covered:
Executive Summary
Key Questions
The Emarketer View
Total Internet
Quarter By Quarter
Reasons For Total Internet Forecasts
Internet Ad Formats
Total Media
Reasons For Total Media Forecasts
Comparative Estimates
Total Internet
Search
Display
Video
Total Media
Emarketer Methodology
For more information visit http://www.researchandmarkets.com/research/f688d5/us_ad_spending_ho
