EMarketer raises forecast for online ad spending

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New York—Research firm eMarketer revised its forecast for U.S. online ad spending to $25.8 billion this year, an increase of 13.9% over last year, up from a May forecast of 10.8% growth for the year.

Next year, online ad spending is expected to increase by 10.5%, followed by double-digit growth each year through 2014, when online ad spending will reach $40.5 billion, eMarketer projected.

According to the forecast, online advertising will make up 15.3% of total media spending this year, growing to 21.5% by 2014.

“The digital ad business is increasingly just the ad business, without separate silos for interactive media,” said David Hallerman, principal analyst at eMarketer, in the report.

“Marketers' economic concerns are leading them to spend more for online advertising,” he added.

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