US online ad spending sees double-digit growth

Michelle Clancy ©RapidTVNews | 24-01-2012

Although total media ad spending in the United States is expected to increase only 6.7% in 2012 to $169.5 billion, US online ad spending is forecast to grow 23.3% this year to reach $39.5 billion.
But despite conventional wisdom, online video buys will not cannibalise traditional TV advertising.
eMarketer expects digital distribution to continue to be a high-yield market, with growth far outstripping the performance of print and other traditional media. By 2012 U.S. online ad spending should reach $52.8 billion, while 2016 will see that reach $62 billion.
Television, however, is expected to remain unaffected by the growth in digital media advertising. Living-room TV should bring in a healthy $72 billion in in 2016. For broadcasters, the marriage of online and traditional television could be a perfect storm of opportunity.
“Advertisers’ comfort level with integrated marketing is greater than ever, and this is helping more advertisers—and more large brands—put a greater share of dollars online,” said David Hallerman, eMarketer principal analyst.
Overall, spending should reach nearly $200 billion by 2016, with online totally one-third of that.