New York—Advertising spending online, which grew 30% annually the past two years, will slow slightly to 26.8% growth this year, according to a report released Monday by eMarketer titled “U.S. Ad Spending: From Peaks to Plateaus.”
Spending this year is projected to reach $15.9 billion. Spending is expected to total $25.0 billion in 2010.
Online ad spending will account for 5.7% of total ad spending this year and 8.9% in 2010, eMarketer predicted.
Paid search is forecast to account for more than 40% of online ad spending through 2010.
As more marketers embrace online video, the share of rich media will double from 9% this year to 18% in 2010, while display ads will drop from 21% to 17.8% during the same period, according to eMarketer.