Online advertising this year will post the first year-over-year increase since it hit a peak in 2000, rising 4.8% to $6.3 billion from $6 billion, eMarketer says in its Advertising Spending report. "This is the year of the turnaround," says senior analyst David Hellerman.
EMarketer, which analyzes data published by several research organizations, notes that estimates of U.S. online advertising spending range from $4.1 billion to $9.2 billion, but that 7 of 13 researchers predict 2003 online ad sales at $6.3 billion or higher.
EMarketer forecasts that total U.S. advertising spending will reach $248 billion this year, up 4.9% over 2002. It notes that online ad spending will account for 2.5% of total media spending this year, the same as last year, but is expected to account for 2.8% of all media spending by 2006.
EMarketer estimates U.S. online ad spending per online user this year at $39, a figure it projects will rise to $46 by 2006.
Greg Stuart, president and CEO of the Interactive Advertising Bureau, said advertisers have increased their confidence in online advertising. "The past few years have provided advertisers with crucial research and tangible proof that interactive advertisements are effective at achieving a range of marketing objectives, and advertisers are confident they will continue to see results," he said.
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