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Ad Spending in the US: Online & OfflineProduct Type: Market Research ReportPublished by: eMarketer Published: August 2004 Product Code: R203-369 Description 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:
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. Table of Contents Please Note: Due to the brevity and/or nature of the content posted, there is no table of contents available for this report. |
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