EMarketer: U.S. Online Ad Spend To Approach $40B This Year

Defying the difficulties plaguing the economy as a whole, interactive advertising in the US is set to grow well above 20% this year, nearing $40 billion in revenues, according to the latest eMarketer estimates. And if eMarketer is correct, double-digit growth will continue for at least the next couple of years before slowing slightly. The […]

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Defying the difficulties plaguing the economy as a whole, interactive advertising in the US is set to grow well above 20% this year, nearing $40 billion in revenues, according to the latest eMarketer estimates.

And if eMarketer is correct, double-digit growth will continue for at least the next couple of years before slowing slightly. The research company believes U.S. online ad spend will reach $53 billion in 2014 and $62 billion in 2016.

USOnlineAdSpend EMarketer

Total ad spending on all media is expected to grow 6.7% this year to $169.5 billion, with national election campaigns and the growth in mobile spending giving things a boost. Growth will continue at a 3% to 4% rate in the next few years, with spending approaching $200 billion by 2016.

For the first time this year, online ad spend will exceed the total amount spent on print magazines and newspapers, eMarketer says, with $39.5 billion going online versus $33.8 billion to print. The gap between online and print will only grow in the coming years, as print continues to dip and online continues to rise.

Printvsonline Emarketer

Unlike print, television isn’t suffering while online grows. TV will continue to rise as well, though more slowly. EMarketer estimates that TV will capture $72 billion in ad dollars in the U.S. in 2016, continuing to grab more total dollars than online.

Onlinevstv Emarketer


About the author

Pamela Parker
Staff
Pamela Parker is Research Director at Third Door Media's Content Studio, where she produces MarTech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She's a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master's degree in journalism from Columbia University.

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