Despite recent reports that Internet ad spending is slipping, the latest studies confirm strong growth for this year with projections for continued growth.
In a detailed report released last Thursday [Sept. 28], eMarketer projected a 26.8 percent rise in Internet ad spending this year, with spending increases through 2010 that will remain sound.
Internet ad spending increased by 49 percent in the first half of this year compared with the same period last year, far outpacing all other media (network tv was up 6.3 percent).
Translated to dollars, this year’s Internet ad spending will reach $15.9 billion, with projections of $25 billion by 2010.
The eMarketer study tracked spending for specific online ad formats. Paid search advertising continues to dominate and will account for more than 40 percent of total Internet ad spending for the next five years, but online video spending will grow at a faster pace and double its share of total Internet spending by 2010.
Online video spending will jump 42.6 percent this year, with similar large increases through 2010. Paid search will rise by 31.4 percent this year, with lower increases in the years ahead. Other Internet ad formats, including display ads and classifieds, will increase at slightly lower rates.
This year, paid search advertising represents 42.5 percent of Internet ad spending compared with 9 percent for online video, but by 2010 the numbers will be 40.8 percent and 18 percent. Paid search will generate $6.7 billion in revenue this year, compared with $1.4 billion for online video. By 2010, more than $10 billion will be spent on paid search and $4.5 billion on online video.
The growth of online video advertising is significant, but it is being curbed by the lack of inventory on major sites and the inability of popular social networking sites to attract major advertisers, according to eMarketer senior analyst David Hallerman. “Premium pages like Yahoo, ESPN and The New York Times only have so much space to sell,” he said. “The advertisers who look at social media sites aren’t deep pocketed and the sites don’t appeal to traditional advertisers who have wariness about putting advertising on sites they don’t have control over.” But these sites could ultimately attract more video advertising by playing more videos. “More traditional video content online will support more traditional video advertising,” Hallerman said. For more information, contact David Hallerman at eMarketer at 212-763-6010.
Is “Glicked” The New “Barbenheimer”? “Wicked” and “Gladiator II” Hit Theater Screens
"Barbenheimer" was a phenomenon impossible to manufacture. But, more than a year later, that hasn't stopped people from trying to make "Glicked" — or even "Babyratu" — happen.
The counterprogramming of "Barbie" and "Oppenheimer" in July 2023 hit a nerve culturally and had the receipts to back it up. Unlike so many things that begin as memes, it transcended its online beginnings. Instead of an either-or, the two movies ultimately complemented and boosted one another at the box office.
And ever since, moviegoers, marketers and meme makers have been trying to recreate that moment, searching the movie release schedule for odd mashups and sending candidates off into the social media void. Most attempts have fizzled (sorry, "Saw Patrol" ).
This weekend is perhaps the closest approximation yet as the Broadway musical adaptation "Wicked" opens Friday against the chest-thumping sword-and-sandals epic "Gladiator II." Two big studio releases (Universal and Paramount), with one-name titles, opposite tones and aesthetics and big blockbuster energy — it was already halfway there before the name game began: "Wickiator," "Wadiator," "Gladwick" and even the eyebrow raising "Gladicked" have all been suggested.
"'Glicked' rolls off the tongue a little bit more," actor Fred Hechinger said at the New York screening of "Gladiator II" this week. "I think we should all band around 'Glicked.' It gets too confusing if you have four or five different names for it."
As with "Barbenheimer," as reductive as it might seem, "Glicked" also has the male/female divide that make the fan art extra silly. One is pink and bright and awash in sparkles, tulle, Broadway bangers and brand tie-ins; The other is all sweat and sand, blood and bulging... Read More