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THE MONEY SHOT
Online Advertising to Approach $50 Billion by 2015Wednesday, July 6, 2011 While the rate of growth will likely peak this year, online ad spending is on course to maintain double-digit percentage gains for the next several years and reach $49.5 billion in 2015, according to the latest projections from market research aggregator eMarketer. Calling its new report on digital ad spend The Floodgates Are Open, eMarketer sees continued strong performance for search marketing, which will account for just under half of online ad spend. In 2011, search will be a $14.38 billion market, up from $12 billion in 2010. Meanwhile, the banner ads that many pronounced dead or dying back at the 2008 beginning of the Great Recession will remain strong, growing from $6.23 billion last year to $7.61 billion in 2011. Display ads, one of the key drivers for brand media sites, will attract $11.73 billion in spend by 2015, eMarketer says. New targeting technologies and the persistent popularity of such major media sites as Yahoo will maintain banner media markets. .jpg) Video will continue to be the leading format in terms of growth, with a 52.1% expansion in 2011, with rate of growth easing only to 26% in 2012. Banner ads will maintain between 10% and 20% growth through 2014. Google and now Facebook will keep a large share of ad spend. The top five online publishers (Google, Yahoo, Microsoft, AOL and Facebook) will account for 65.6% of all digital ad spend this year. Facebook is enjoying meteoric growth, up by triple digits in the last two years and another 80.9% this year. eMarketer sees the rich only getting richer in the ad economy. By 2015, the top 5 ad-selling companies will account for 72% of all ad spending. 
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