US Online Advertising Continues To Take Market Share

Despite greater economic woes affecting the US advertising industry, marketers continue to place their messages through online channels at a growing rate. According to eMarketer Senior Analyst David Hallerman, “US online advertising is proving to be far more resilient than other media channels.”

In his March 2008 report, “US Online Advertising: Resilient in a Rough Economy,” Hallerman notes that in 2009, the US online advertising growth rate is expected to decline but will remain in the high teens through 2011. For 2008, US online ad spend will grow to nearly $26 billion, accounting for approximately 9% of total US advertising.

This is good news for the online business community, but we still have much progress to make. Americans are consuming the majority of their media online, to the tune of 33%; however marketers continue to allocate a much smaller percentage of their budgets to the Web. It is only a matter of time before marketers learn that online ads are not only more effective, provide a higher ROI but can also be tracked and quantified more accurately than traditional channels. According to eMarketer, we will get half way their by 2012, but this intrepreneur remains confident.