Who’s going to spend the most online?
Media and entertainment, financial services, travel and automotive advertisers. Together, they are projected to drop $115 billion on online advertising by 2011, according to a new JupiterResearch report.
“Online advertising spending will increase across all advertiser categories over the next five years while a few particular categories will contribute the majority of new spending,” said Emily Riley, JupiterReseach analyst and lead author of the report, in a statement.
The largest online advertiser category, media and entertainment, is expected to contribute more than one quarter of all search spending. Financial services follows as the second largest online advertising category, the study found.
They are followed by automotive and travel advertising.
Audience fragmentation and e-commerce patterns were sited as contributing to the continued shift of off-line budgets to online by brands and direct response advertisers, JupiterResearch said.
“With consumers spending as much time going online as watching television—a median of 14 hours per week—the shifting of budgets to online advertising is inevitable,” said David Schatsky, president of JupiterKagan, in a statement.
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