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Crisis? What Crisis?

Posted by Mort Greenberg on September 20, 2008

Article Source: http://www.clickz.com

Article Link: http://www.clickz.com/showPage.html?page=3629741

Article Author: Fred Aun, June 2nd 2008

“According to a summary of IDC’s new “U.S. Internet Advertising 2008-2012 Forecast and Analysis: Defining Economic Crisis,” Internet advertising will boom during the coming years despite a general “contraction in ad spending overall.” IDC believes overall Internet advertising revenue will double from $25.5 billion in 2007 to $51.1 billion in 2012, reflecting a compound annual growth rate of 14.9 percent.

The company predicts the Internet’s share of the overall U.S. advertising market will increase from 8.6 percent to 15.6 percent during the period and will be second only to direct marketing by 2012, blowing past broadcast television and newspapers along the way.

“Even though spending on advertising overall will contract this year, spending on Internet advertising still increases,” said IDC Program Director, Digital Media and Entertainment Karsten Weide, who authored the new report. “What that means is that advertisers are accelerating moving budgets out of the old media and into the new.”

IDC believes search ads will remain at the top of the Internet ad hierarchy with revenue, pegged at $10.4 billion last year, to reach almost $18 billion in 2012. But search will lose a bit of its market share as other formats, primarily video, gain ground. IDC believes search, now having almost 41 percent of the market share, will have just above 34 percent by 2012. ”

 

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