Despite the economy going south, Internet advertising in the U.S. will continue to grow fast, according to IDC. It may be true that a contraction in ad spending is expected, but this will hit traditional media and a transfer of marketing budgets to new media is seen.
With this, Internet advertising will grow about eight times as fast as advertising at large. Overall Internet advertising revenue will double from $25.5 billion in 2007 to $51.1 billion in 2012.
The Internet will go from the number 5 medium all the way to the number 2 medium in just 5 years, making it bigger than newspapers, bigger than cable TV, bigger even than broadcast TV, and second only to direct marketing.
Google will remain on top of its game with search advertising the one advertising format that will garner the most revenue over the forecast period in the U.S