Brafton recently reported that online ad spending will see double-digit growth next year, and a new report from eMarketer suggests display ads will account for their fair share of marketing budgets. In fact, the firm predicts that growth in display spending will outpace overall online spending.
Display advertising includes banner ads, rich media and video. Online video advertising is supposed to lead the way for display growth, with anticipated ad spend increasing at least 34 percent every year from 2011 through 2014.
Investing more in online video ads may be a wise choice on marketers' parts; as Brafton has reported, online video viewership is increasing and online viewers are generally receptive to ads. The New York Times recently relayed research that indicates there are insignificant drop-off rates between videos with one minute of ads versus 20 minutes of ads.
EMarketer suggests that banner ads will also see moderate gains of between 7 percent and 16.2 percent annually over the next four years. However, brands spending on banners might consider research reported by Brafton that reveals banner ads are the units most likely to be ignored by consumers.
Even while the growth of various online display ads will be faster than growth in online search spend, the firm reports that search will continue to dominate budgets through 2014. Next year, overall search spend – including paid listings, contextual links and SEO – will increase by 9.9 percent.
SEO may account for much of this growth. As Brafton reported yesterday, content marketing strategies rank as a top priority for marketers in 2011.
