Wednesday, April 7, 2010

Optimism for US Online Ad Spend

US online advertising proved at least somewhat recession-resistant in 2009, if not recession-proof. eMarketer estimated in December that spending on online ads dipped 4.6% last year to $22.4 billion and forecast a return to growth of 5.5% this year. Other firms have published projections in the past three months predicting that 2010 ad spending will increase more steeply.

Forecasts range from growth of 7% (UBS and Deutsche Bank) to 14% (Citi Investment Research).

Projections from the Winterberry Group (8.3% growth), Barclays Capital (8.9%), MAGNA (9%), International Data Corporation (12.6%) and Collins Stewart (13.3%) fall in the middle.

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