Online Ad Spending Will Bounce Back In 2002, Says eMarketer
Online Advertising: Statistics, Strategies, Projections & Trends, a new report released yesterday by eMarketer predicts that US online advertising spending will increase by 11% in 2002, quite a comeback from the 11% drop seen in online spend in 2001.
Other researchers forecast similar growth rates, 16 of the 18 estimates compared by eMarketer in the report project a rise in online ad spend in 2002. Jupiter Media Metrix predicts that performance-based deals will become increasingly prevalent, rising to account for 30% of all online ad revenue by 2006.
eMarketer believes that the worst of the market downturn has now passed. Online spending will continue to rise and eMarketer forecasts that the market be worth $13.5 billion by 2005.
“Online advertising by traditional companies is one area of growth,” says David Hallerman, eMarketer analyst. “As the internet audience becomes increasingly mainstream, we’ll see more and more cross-media campaigns from traditional advertisers.”