An Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers report reveals US digital ad spending to be up year-on-year, with 2012 estimated to be about $37B (up from $32B in 2011). While the rate of growth is expected to stay in the double digits through 2014, slower percentage gains are expected from 2015 on. However, with a market this large, there is still a lot of money to be won despite a slowing growth trend.
Not surprisingly, most of the US digital ad spend goes to large players like Google, Yahoo!, Microsoft, Facebook and AOL, with nearly 67% of the market. Google alone commands over 40% of the market. The "search" format leads in digital ad spending but "display" ads are forecasted to catch up over the next few years in terms of spending.
Analysts predict that the market will near maturity over the next 5 years so it will be interesting to see how digital marketers react and how the industry evolves next.
You can read the full article here.
- Vi Nguyen
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