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Search, banners and video to account for 80% of online ad spend in 2015
Search, banners and video will account for at least 80% of the online ad market in the US by 2015 as the sector consolidates around the three formats, according to the latest report from eMarketer. The report forecasts that search will remain “by far” the leading format, although its share will drop from 49.4% this year to 46.9% by 2016. Video will continue to the fastest-growing sector, with spend increasing by nearly 55% this year, up from 42.1% in 2011, and strong double-digital growth expected through 2016. The growth in video ad spend will outpace increases in the wider online ad market, leading its market share to increase from 7.9% this year to 15% in 2016.
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