Double-Digit Rise in Online Ad Expenses
The ongoing increases in the field of online ad expense are mainly contributed by the small and medium-size business and large brand marketers. According to eMarketer forecast, though the economy might be growing, the constant move towards the online advertising stems from the continued caution that is prevalent among the advertisers.
The basis of eMarketer’s forecast is the meta-analysis of the methodologies and research estimates that have been derived from several firms that track ad expenses. The meta-analysis projects an increase of 10.5% in the expenditure of the US online ad in the forthcoming year. A double-digit growth is likely to follow the increase every year till 2014 when the expenditure will reach around $40 billion.
From 2009 to 2011, there is a constant change of $3 billion and from 2012 to 2014; the change is $4 billion.
David Hallerman, eMarketer’s principal analyst said that it may seem ironic but the economic concerns of the marketers are prodding them to invest more in online advertising. According to him, the trend of internet advertising is now considered to be a more ‘sure thing’ than other forms of traditional media. In Hallerman’s view, the allocation of the ad budgets’ larger shares to digital is the acknowledgement by all kinds of marketers, of the central place that the internet holds in the lives of the people. This acknowledgement is evident by the fact that both the big brand marketers and midsize and small businesses invest in online advertisement. While the big ones invest in online video advertising, small businesses invest in search and banner ads. Throughout this 4 years, the fastest-growing format will be the online video advertising but the most dollars will be gained by the search.
Researches say that the increase in online expenditure will outpace the total media expenses that have an estimated rise of 3% in 2010 and are going to rise 1.2% next year. eMarketer estimated that from $168.5 billion this year, there would be an increase in 2014, when it will become $188.5 billion, an increase of $20 billion in the total media ad expenditure.
Many corporations also invest in expenses of unlimited political ads. Though TV remains the biggest recipient of the political ads, a substantial amount of money will also be migrating online.
The digital ad business is nothing but the ad business with the exclusion of separate silos for the interactive media. It is believed that the online faster growth will push total US ad expenses from 15.3% in 2010 to 21.5% in 2014.
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