‘US Display Spend Will Overtake Search In 2016 [eMarketer]’ – ‘Marketing Land’ Article
Ginny Marvin says, “The year that display ad spend finally overtakes search in the US may finally have arrived. Emarketer estimates that display ad spend in the US will reach $32.17 billion in 2016, compared to $29.24 billion in search spend.
If reached, this milestone will have taken a bit longer than originally anticipated. In 2012, eMarketerhad predicted that display spend would beat out search starting in 2015.
The research firm says one in five dollars will go to banners and other display formats, including native social ads on sites like Facebook and Twitter, with spend reaching $13.39 billion in 2016, up from $11.57 billion in 2015.
Video is expected to grow from $7.46 billion in ad spend in the US last year to $9.59 billion in 2016. Video’s share of the digital ad pie will grow from 12.8 percent in 2015 to 14.3 percent in 2016, according to eMarketer“.
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