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VP, Penton Marketing Services
Online ad spending across US industries will rise from $39 billion in 2012 to $64 billion by 2016, according to a new eMarketer report. As more consumers turn to the internet for news, shopping and entertainment, advertisers are prioritizing digital campaigns to raise awareness, generate buzz and encourage online sales.
Aggregate spending is expected to increase over the forecast period in most industry sectors. But changing marketing dynamics in a number of major sectors will contribute to a slowdown in spending heading into early 2013. Despite these challenges, eMarketer believes that ad spending and growth is expected to pick up again in late 2013 and continue well into 2014 fueled by a better economy, streamlined content distribution models, a better understanding of digital marketing and new technology to promote. A recent Nieslen study on Global Advertising Trends confirms that this online advertising growth remains evident across the world – not just in the US.
As the Nielsen Study states, though TV continues to attract the majority of advertising dollars, online advertising saw the biggest increases globally with advertisers spending 12.1 percent more in Q1 2012 than one year prior. During that time, ad spend overall increased 3.1 percent globally.
This is a very good outlook for the Internet advertising industry and online marketers everywhere.