For 2012, eMarketer projects ad spending on internet platforms to reach $39.5 billion in the U.S., trumping the $33.8 billion it believes will be spent on newspapers and magazines. By 2016, it says online spending will hit $62 billion, not only doubling up on print but also approaching the lofty $72 billion projected for traditional television.
Overall, the eMarketer expects total ad spending to grow 6.7 percent this year to about $170 billion, with that growth driven by the national election and increased spending on mobile platforms.
By 2015, online advertising is expected to make up nearly 28% of total US major media ad spending, compared to TV, whose share of total spending is expected to hover around 38% for the next five years.
While search advertising still takes the greatest share of online ad dollars by far, display spending is posting solid gains, says eMarketer.
Advertising is shifting rapidly to interactive formats, which are expected to grow at nearly five times that of traditional advertising.