ZenithOptimedia expects online ad spending in the U.S. to grow 23.4 percent this year, an upgrade from the 19 percent it forecast in December. Overall, global ad spend for online will rise 26.5 percent this year to $47.7 billion.
And something we’ve long argued (see our old post here), now being accepted as “fact”:
– Soft economy means more for online: With the economy limping along, more marketers will be encouraged to rely more on digital media the detriment of traditional media. Internet advertising is a low price buy, with large amounts of inventory, targeting capabilities and ads that can be quickly changed. The consolidation that began last year promises greater efficiencies for advertisers as well. Zenith believes still more merger activity to take place and expects that to play a role in propelling online ad growth. Zenith also cites the emergence of mass-appeal, high-profile video sites like Hulu. Search engine marketing is also expected to experience continued growth as more small businesses embrace online as part of their overall local marketing strategies.
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