US online advertising expenditure is forecast to reach $16.1 billion by 2009, almost doubling from 2004’s figure of $8.4 billion, according to a new report by Jupiter Research.
Four categories are predicted to lead the way in terms of online advertising growth over the next four years, with the automotive category expected to increase by 33.8%, followed by health at 19.7% and travel with a 18.3% rise by 2009.
Household goods are also forecast to see a significant growth of 15.1% in total online adspend before the end of the decade.
Although Jupiters predicted these categories will enjoy the biggest growth, the media and entertainment sector is forecast to continue to top the list in terms of dollars spent on online advertising.
Financial services is forecast to spend $1.7 billion on online advertising, while the automotive sector will spend $1.4 billion. The travel industry is expected to spend $1 billion in the same period, according to the report.
Consumer packaged goods and health advertising were highlighted by Jupiter as categories that will experience significant growth in terms of online adspend.
Earlier this month, advertising firm AdZone Research reported that online advertising expenditure in January 2005 was up more than $68 million, or 10% compared to December 2003.
AdZone said that the technology sector remained at the top of the advertising category, spending $164 million in January, a 10% increase on December 2004 (see Strong January For Online Adspend).
The finance sector spent the second largest amount on online advertising during January 2005, totalling $87.2 million. Retail took third position at $75.7 million, while health came in at fourth, doubling its expenditure from $27 million in December to $68.3 million the following month.
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