With reports indicating that paid search strategies are paying off this holiday season, it may come as little surprise that marketers are predicted to increase their online ad spending in 2011. According to eMarketer's forecast, online ad budgets will increase by as much as 10.5 percent next year.
The firm's prediction is based on a meta-analysis of research estimates for ad spending in the coming year. It predicts that online spending will far outpace total media ad spending, which is anticipated to grow by just 1.2 percent.
"It may seem ironic, but marketers' economic concerns are leading them to spend more for online advertising," said David Hallerman, principal analyst at eMarketer.
All signs point to the fact that online channels will continue to gain ad dollars. By 2014, eMarketer predicts online advertising spend will reach $40.5 billion.
Search marketing initiatives will get the most dollars in 2011, but eMarketer says video advertising is expected to be the fastest-growing platform next year.
Marketers who hope to make the most of consumers' online video viewing behaviors may be interested in YouTube's recently released TrueView ad format. The ads emphasize relevant content – key to any online marketing campaign – by allowing viewers to choose which advertisement is most useful or interesting to them.
