August 21, 2008, 12:00 AM

eMarketer trims online ad estimate, but still predicts 17% growth this year

Research firm eMarketer Inc. has revised slightly downward its projection of online ad spending in the U.S. this year as a result of the slowing economy and uncertain consumer spending. It’s still, however, projecting growth of 17.4% over 2007 spending.

Research company eMarketer Inc. has revised slightly downward its projection of online ad spending in the U.S. this year as a result of the slowing economy and uncertain consumer spending. It’s still, however, projecting growth of 17.4% over 2007 spending. “The fact that online ad spending is not immune to economic downturns and yet will grow more than any other major medium might be the clearest signal yet of how mainstream the Internet truly is,” says David Hallerman, senior analyst.

EMarketer now projects 2008 online ad spending to reach $24.9 billion, up $3.7 billion from 2007 spending, but down $1 billion from its March projection.

EMarketer projects growth of 14.5% in 2009 to $28.5 billion, then acceleration to 17.5% growth in 2010 ($33.5 billion), 21% in 2011 ($40.5 billion), 23.5% in 2012 ($50 billion), then scaling back to 18% in 2013 ($59 billion). The spread of online video advertising, which is more expensive than traditional forms of advertising, will account for the higher growth rates after this year, eMarketer says.

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