Marco Derksen (Upstream), Cijfers en feiten

Gisteren maakte het Interactive Advertising Bureau (IAB) en PricewaterhouseCoopers (PwC) de online advertising jaarcijfers in de VS bekend. Na twee slechte jaren lijkt online advertising weer in de lift. In de VS heeft dit geleid tot een toename van 20% ten opzichte van vorig jaar. Keyword search maakt inmiddels 35% uit van het budget voor online advertising dat op haar beurt ca. 3% uitmaakt van het totale mediabudget.

The IAB and PwC officially reported that online ad revenues in the US grew by 38% in Q4 of last year totaling $2.2 billion. Online ad revenues for the whole year last year totaled $7.267 billion, rising by nearly 21% from 2002 when revenues hit $6.010 billion.

Looking specifically at online ad spending by vehicle, the IAB and PwC find that keyword search spending jumped from just 15% of total online ad spending in 2002 to 35% of spending last year. Other notable spending growth occurred in rich media and online classifieds, while spending on display advertising (formerly �banner advertising�) and sponsorships declined year-over-year.

The IAB and PwC note that Q3 online ad spending estimates were slightly higher than initially reported in February, officially totaling $1.8 billion according to yesterday�s report.

Benchmarking its estimates on the IAB/PwC estimates, eMarketer reported earlier this month that online advertising totaled $7.2 billion last year, representing 2.9% of total advertising spending in the US, and would grow to $8.3 billion this year, or 3.1% of US ad spending in 2004.