Media and entertainment, financial services, travel and automotive advertisers in the US will spend $11.5 billion advertising online in 2011, according to a new report from JupiterResearch.
The
US Online Category Advertising Forecast, 2006 to 2011 report says that this will account for 57% of all online ad spending that year.
An earlier report from JupiterResearch said that total US online adspend will reach $15.7 billion in the US this year and $25.9 billion by 2011 (see Online Adspend To Reach $25.9 Billion By 2011).
By 2011, automotive and travel advertisers are forecast to be the third and fourth largest contributors to total online spending, respectively.
The largest online advertiser category, media and entertainment, will contribute the most money to search advertising, accounting for one quarter of search spending overall. Financial services is the second largest online advertising category.
Emily Riley, analyst and author of the report, said: “Online advertising will increase across all advertiser categories over the next five years while a few particular categories will contribute the majority of new spending.
David Schatsky, president of JupiterKagen, added: “Audience fragmentation and e-commerce patterns will continue to drive brand and direct response advertisers to shift off-line budgets online.
“With consumers spending as much time going online as watching television, a median of 14 hours per week, the shifting of budgets to online advertising is inevitable.”
Recent research from the Internet Advertising Bureau, PricewaterhouseCoopers and the World Advertising Research Centre said that online advertising expenditure has reached almost £1 billion in the first six months of this year and looks set to overtake spending on national press advertising before the year is out (see UK Online Adspend Nears £1 Billion)
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