This year, online adspend growth is also expected to peak for the six year period ending in 2016, at 23.3 percent. Double-digit growth is expected through 2014, but as the market expands, its capacity for rapid growth slows. The market is expected to be up 7.8 percent in 2016, when it is forecast to reach $62 billion, according to eMarketer.
Advertisers’ comfort level with integrated marketing is greater than ever, and this is helping more advertisers—and more large brands—put a greater share of dollars online,” David Hallerman, eMarketer principal analyst, stated in a press release.
Meanwhile, as online budgets increase, print is expected to go down. Television ad spending, however, is also expected to continue to rise. eMarketer data shows it is likely to increase to $72 billion in 2016, $10 billion more than the online ad market for that year.