There have been a lot of reports lately about the demise of traditional local advertising mediums, especially print newspaper. Here’s a report on where ad dollars are moving to within digital advertising.
Search continues to be the leading digital ad spending format, although its share will begin to drop this year as the shares of rich media, sponsorships and video increase.
Display ad spending, which includes banner ads, video, rich media and sponsorships, will rise from 40.2% of total digital ad spending in 2012 to 45.6% of the total in 2016. Search’s share of total digital ad spending will decrease from 47.1% in 2012 to 44.2% in 2016. Combined, spending on paid search and display advertising will account for more than 87% of all US digital ad spending this year.
Read more at http://www.emarketer.com/Article.aspx?R=1009362#V5TQc7sGLprsqJhK.99