Online Ad Spending Will Keep Growing

eMarketer will be giving another haircut to its online ad spending predictions next month. But that’s not necessarily bad news for online marketers.

In our latest projections, released in August, eMarketer saw online advertising growing from $24.5 billion in 2008 to $28.5 billion in 2009. eMarketer benchmarks its online ad spending projections against quarterly reports by the Interactive Advertising Bureau (IAB), which uses PricewaterhouseCoopers (PwC) to conduct its surveys. For the first half of 2008, the IAB reported 15.2% growth for online ad spending, which is in line with eMarketer’s predictions.

Another factor confirming our predictions is that the combined growth rate for first half online ad revenues among the top four US portals—Yahoo!, Google, AOL and Microsoft—was 19%.

Although most of the following projections from a range of different analyst firms and researchers are likely to be high, since they were published before the recent outpouring of negative financial news, there is still a consensus among many analysts that spending growth for online advertising will continue to show double-digit gains in both 2008 and 2009. eMarketer agrees.




In our latest projections, released in August, eMarketer saw online advertising growing from $24.5 billion in 2008 to $28.5 billion in 2009. eMarketer benchmarks its online ad spending projections against quarterly reports by the Interactive Advertising Bureau (IAB), which uses PricewaterhouseCoopers (PwC) to conduct its surveys. For the first half of 2008, the IAB reported 15.2% growth for online ad spending, which is in line with eMarketer’s predictions.

Another factor confirming our predictions is that the combined growth rate for first half online ad revenues among the top four US portals—Yahoo!, Google, AOL and Microsoft—was 19%.

Although most of the following projections from a range of different analyst firms and researchers are likely to be high, since they were published before the recent outpouring of negative financial news, there is still a consensus among many analysts that spending growth for online advertising will continue to show double-digit gains in both 2008 and 2009. eMarketer agrees.