A new report from JupiterResearch finds that online display and search ad spending will grow about 10% a year between now and 2010, with automotive and travel advertising leading the charge.
Entertainment media and financial services will also be at the forefront of that shift to the Internet during the next five years, according to the report, “U.S. Category Advertising Forecast 2005-2010”.
What form that online advertising will take will depend on the category, Jupiter found. For example, consumer package goods—traditionally driven by branding—will continue to focus on display advertising, dedicating 83% of their online ad budgets to display ads five years from now. By contrast, health-related brands will shift substantially more of their spending to search ads during that time.
“Agencies and publishers must educate themselves on how industry categories prioritize online advertising and tailor their pitches to different industries,” said Zia Wigder, vice president and director of research for JupiterResearch. “Findings show that telecom, media and entertainment, and finance are the leading categories online today and make up nearly half of all online display and search advertising spending.”
