eMarketer: Banner Ad Revenue Growing With Recovery

After a brutal 2009, what's the forecast for online advertising? eMarketer has crunched the industry numbers.

2010 is shaping up to be a growth year for online display advertising.  As the economic recovery cautiously proceeds, online advertising's growth rates are on pace to beat 2009's across the board in banners, search and all other online media.

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.

“Spending since January has become a bit more fluid,” said David Hallerman, eMarketer senior analyst. “That’s notably true for search advertising and somewhat for display ads. Whether or not that stronger growth will persist through the rest of the year still depends on continued economic recovery—and that is not yet a sure thing.”

In dollar terms, forecasts made this year predict 2010 US online ad spending of $24.1 billion (Deutsche Bank) to $29.7 billion (IDC), with several firms estimating spending at $24.9 billion (Barclays, MAGNA, JPMorgan). eMarketer forecast in December that US advertisers would spend $23.6 billion online this year.

“That December figure is conservative,” said Mr. Hallerman.

Good news for agencies and publishers, to be sure.  For advertisers new to the online display medium, it's a signal to find a handle on the process of making effective display advertising.

Of course, that's why AdBean is here - to provide the right platform for creation of interactive banner ads as well as campaign management.  Brands, businesses, marketers, agencies - everybody needs AdBean to smooth out workflow, centralize campaigns and create an advertising system.