Summary:

Internet advertising in the U.S. will once again post 20 percent-plus yearly growth this year, and, for the first time, surpass print ad spe…

Stock arrows up and down
photo: Shutterstock / oover

Internet advertising in the U.S. will once again post 20 percent-plus yearly growth this year, and, for the first time, surpass print ad spending, according to a new forecast.

So says research firm eMarketer, which cited Madison Avenue’s growing “comfort” with the online medium in a report released Thursday. As a predictive force, the firm has been on target of late – it projected online ad revenue to come in at $31.3 billion in 2011, reasonably close to the group’s final tally of $32 billion

For 2012, eMarketer projects ad spending on internet platforms to reach $39.5 billion in the U.S., trumping the $33.8 billion it believes will be spent on newspapers and magazines. By 2016, it says online spending will hit $62 billion, not only doubling up on print but also approaching the lofty $72 billion projected for traditional television.

“Advertisers’ comfort level with integrated marketing is greater than ever, and this is helping more advertisers – and more large brands – put a greater share of dollars online, said eMarketer principal analyst David Hallerman in a statement.

Overall, the firm expects total ad spending to grow 6.7 percent this year to about $170 billion, with that growth driven by the national election and increased spending on mobile platforms.

You’re subscribed! If you like, you can update your settings

Comments have been disabled for this post