For the first time since 2002, online advertising spending in the US is set to drop by 4.6%, with marketers spending $22.4 billion in 2009, compared to $23.4 billion in 2008. However, due to a recovering economy and changes in how marketers and public use media, online ad spending is expected to grow 5.5% to $23.6 billion in 2010.
Each component of online ad spending reacts differently to these changes. For instance, classified ad spending is supposed to decline 30.2% in 2009, while video ad spending will grow between 34% to 45% each year between 2009 and 2014. The high growth rate in video ad spending is most likely due to videos becoming a main form of digital brand advertising.
Unfortunately, total media advertising spending will decline by 14.6% in 2009, with an estimated spending of $163 billion – the lowest total since 1999 – according to a report by eMarketer.
Source: eMarketer; December 11, 2009
