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EMarketer raises online ad forecast

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New York—Research firm eMarketer raised its U.S. Internet ad spending forecast to $16.40 billion for the year, up 30.8% over last year.

In a September forecast, eMarketer predicted Internet advertising would reach $15.90 billion for the year, up 26.8% over last year.

The new estimate reflects the increasing share that Internet advertising is taking from total media spending.

This year, U.S. marketers are expected to devote 5.8% of their total media budgets to Internet advertising, and by 2008, they will increase this share to 8.1%, eMarketer predicted.

EMarketer also projected that Internet ad spending will catch up to radio ad spending next year and surpass it by 2008.

—Kate Maddox

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