The figures of a report by PricewaterhouseCoopers called “Global Entretainment and Media Outlook for 2010 to 2014” match the data from another study by David Hallerman, senior analyst at eMarketer.
“Steady gains in online ad spending will mean an additional $11 billion flowing into the space over the next four years, increasing the Internet’s share of total media ad spending from a bit more than 15% in 2010 to over 20% in 2014”, reported eMarketer.com.
eMarketer’s online ad spending projections are also supported by strong search spending, fast-growing outlays on online video advertising and steady spending on banners.
Despite the popularity of "social media", videos and “rich media”, banners are still the workhorse of online advertising.
No matter your opinion or feelings on the issue, spending on standard online banner advertising will grow 11.4% during 2011, reaching $ 6,560 million and will continue rising to $ 8,630 million in 2014.
Advertising expenditure is abandoning traditional media, especially print newspapers and magazines, and instead turning to digital media, where results are concrete and objective, and where there is a superior return on investment.
A report published by eMarketer gives clear conclusions: The share of digital media in the advertising pie is growing at the expense of print media, in line with changes in the patterns of consumer behaviour change, which are not being reported in mainstream media, people are spending more time in front of screens connected to the Internet, where they enjoy more and better information, and interact with advertisers.