The internet accounts for approximately 20% of overall media consumption in the US, but advertisers now invest only 7.5% of their budget online – and as a result there is tremendous potential for marketplace growth as advertisers bridge the gap, Yankee said.
By 2011, nearly 25% of all media consumption will be online, drawing 15% of the advertising dollars, according to the recently published Yankee Group research report, “The Cowboys Dance On… and On: 2007 Online Advertising Forecast.”
Among the factors driving this continued growth, according to the research, are…
- Increased online audiences (at least 76% of US households now have internet access, and adoption will outpace population growth in the next five years)
- The development of new types of advertising
- The creation of new publisher business models that help sell interactive advertising
Yankee Group provides some key predictions for the online advertising market, including:
- Search will get bigger before it gets smaller; it accounted for 40% of 2006 online advertising and is forecast to grow to nearly 50% before its share shrinks.
- Don’t say good-bye to the “dancing cowboys” animated ads yet. Such low-CPM (cost per thousand) ads will continue to drive much of the revenue growth even as high-CPM brand advertisers shift their budgets online.
- Privacy will remain a sticking point with users.
- Social networks will merge into the media fabric (though questions remain whether they are the cornerstone of digital media or the “better mousetrap” of the ad server business).