US spending on behaviourally targeted online advertising will soar from $575 million in 2007 to $1 billion in 2008, according to a new report from eMarketer.
eMarketer says that this growth will be driven by advertisers’ enthusiasm for establishing and building brands on portals and other web sites, with the figure nearly quadrupling to $3.8 billion in 2011.
The online market research firm says that as more web sites scramble to make money from advertising, behavioural targeting and auction-based ad exchanges will become essential for publishers to monetise their “long tail” pages, the non-premium or remnant inventory that is sold at low cost or remains unsold.
David Hallerman, senior analyst and author of the report, said: “When it comes to data about internet users. Advertisers most likely to succeed over time are those who employ transparency of intent, clarity of usage, freedom of choice and mutual understanding of the implicit bargain among consumers, content providers and advertisers.”
A recent forecast from ZenithOptimedia said that global internet adspend will reach 28.2% in 2007, and will overtake radio in 2008 (see Internet Adspend To Overtake Radio).
Meanwhile, in other research eMarketer estimated that online ad spending will reach $36.5 billion in 2011 (see Online Adspend To Increase).
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