New York—The bulk of U.S. online ad spending will go to a select few formats, with about 80% of the total allocated to search, banners and video advertising, according to a new study from eMarketer. U.S. online ad spending is on course to reach almost $40 billion this year
EMarketer estimated that search marketing ad expenditures will comprise 49.4% of total online spending this year. Banners will command 23.4% of the total, with video ads, growing quickly, reaching 9.8%.
The company projected that these relative proportions will remain stable through 2016, although video ads will gradually raise its share of online spending over the next five years to 15% of total online ad spending.