|
|
Home > Business/Finance > Diversified Services > Marketing/Advertising/PR
Ad Spending in the US: Online & Offline
|
| Published Date:
August 2004
Published By:
eMarketer
Page Count:
28
Order Code:
R203-369
|
|
|
|
After the precipitous 15.8% drop in 2002 for US online ad spending, the path back has been more like Lance Armstrong cycling the Alps in the Tour de France - steep and rapidly upwards. With a 20%-plus growth rate last year, and the same expected this year and next, eMarketer sees Internet ad spending surpassing $11 billion by the end of 2005.
Attention: Advertising Agencies, Marketers, Web Publishers, Online Retailers, Large Corporations and SMEs.
The Ad Spending in the US spotlight report focuses on both online and offline ad spending, because-more than ever-they are related. As online ad spending soars, relative to prior years, it still represents a small portion of most advertisers' budgets. How and why that will change is not just a concern for online advertising advocates, but for all companies that need to reach today's active online audience.
The question for more and more companies-on both sides of the advertising aisle-is how to take advantage of the expanding array of opportunities.
Questions Addressed by the Report:
- Are the current gains for online ad spending sustainable?
- What industries are most likely to contribute to the growth of online advertising?
- How does total media spending compare with Internet ad spending?
- How can companies best allocate ad spending across media?
- Which online ad formats will grow the most over the next three years?
- And many more...
eMarketer Reports-Focused and Up-to-Date
Drawing on aggregated data from leading market research, investment bank and technology research firms, in combination with eMarketer's proprietary projections and analysis, the Ad Spending in the US spotlight report gives you the intelligence you need to decide where to put your ad dollar-online and off.
EXCERPT
eMarketer vs. Comparative Estimates
Most other leading researchers support eMarketer's point of view on spending. Predictions made in 2003 by Forrester Research and Piper Jaffray both indicate online ad spending in the US should rise by 20% or more in 2004.A more recent projection by Universal McCann, whose chief forecaster Bob Coen has been analyzing ad spending since the Truman Administration, also has this year's Internet ad spending at the 20% mark, while Jupiter Research points to a 27.3% gain this year.
In fact, even a recent estimate such as Smith Barney's 23.6% was revised again when the investment firm wrote, "After picking apart the Interactive Advertising Bureau's first quarter 2004 online advertising report, we are confident that our old estimate for online ad growth in the 20%-25% range is now too low. We now expect 30% growth or more..."
Meanwhile, some of the lower forecasts, such as Myers at 3.8% and GartnerG2 at 3.2%, are due to be revised in the near future.
Looking at the absolute spending numbers, the comparative estimates chart pulled together by eMarketer shows 2004's projections ranging from the Myers Report and Universal McCann at the low end (at $6.5 and $6.8 billion, respectively) to several researchers at the high end, including GartnerG2 at $8.7 billion, Kagan World Media at $8.9 billion, eMarketer at $9.1 billion, Smith Barney at $9.3 billion, and ZenithOptimedia at $10.0 billion.
|
Similar Products
• Market Research Services
Published Dec 2008 by First Research, Inc.
• Public Relations
Published Dec 2008 by First Research, Inc.
• Economic Crisis Response: U.S. Internet Advertising 2008-2012 Forecast Update
Published Dec 2008 by IDC
• Internet Advertising in China: New Agency Model Brings New Growth
Published Dec 2008 by In-Stat
• Millward Brown Group
Published Dec 2008 by SGA Lists
• Mullen Advertising, Inc.
Published Dec 2008 by SGA Lists
• Nielsen Company (The)
Published Dec 2008 by SGA Lists
• Ogilvy & Mather Worldwide
Published Dec 2008 by SGA Lists
• Ogilvy Public Relations Worldwide
Published Dec 2008 by SGA Lists
• Omnicom Group Inc.
Published Dec 2008 by SGA Lists
|
|
|
|
0 items
