Myers predicts online’s share will continue to climb, hitting 13.4% in 2011 - when it will surpass print to become the top medium - and reaching 13.6% of total ad spending in 2012.
The fastest growth in 2009 is expected to occur in video game advertising, at 12%, followed by mobile (9%). Branded entertainment/product placement and satellite radio advertising will inch upward.
Internet ad spending will start climbing again in 2010, with 0.7% growth, picking up the pace to see 5.1% and 7.2% gains in 2011 and 2012, respectively.
The picture is much less rosy for total US advertising spending, expected to drop 13.3% this year. Myers’ previous forecast, from May 2009, projected only a 12.1% decrease. The firm pegs next year’s decline at 4.8% (revised upward from a 5.1% drop), with recovery beginning in 2011, at 1.1% growth. US advertising spending is expected to increase by 5.3% in 2012 to nearly $205 billion.
The rebound will be led by strong growth in Internet, TV, satellite radio, mobile and video game ad spending. In the online sector, video/social network spending is projected to post the fastest growth rates, followed by search.
eMarketer projected in April 2009 that total US ad spending would drop 8.2% this year, and that online spending growth would stay positive, rising 4.5%.