Digital market intelligence company eMarketer has forecast that growth for US online ad spending will peak this year at 20.2% and remain in double digits through 2014. It predicts that by 2015, total online ad spending will approach $50bn.
eMarketer says that there are several factors that support the growth in online ad spending.
One of it is search. It is expected to gain $2.38bn in new spending this year.
There is also sustained support for banner ads, said eMarketer, adding that video continues to be the fastest-growing format.
eMarketer principal analyst David Hallerman said, "Video advertising continues to attract new ad spending from brands because it generates greater audience attention than other digital ad formats."
"Most marketers will spend at least a portion of their ad budgets with those five companies," said Hallerman.
"However, many marketers can often cost-effectively use a blend of ad networks and direct ad buys from smaller sites to improve their campaign’s reach — a process that can sometimes be more complex than buying ads from just a handful of larger sites. Buying from smaller sites can also help marketers maintain their presence within an industry, such as entertainment or B2B."
