- eMarketer Staff

NEW YORK eMarketer has revised its online ad spending forecast downward, projecting a drop of 2.9 percent to $22.8 billion. eMarketer's previous prediction for 2009 was $24.5 billion -- a growth rate of 4.5 percent.

Internet video advertising will experience the most growth among all ad formats in 2009. One reason is that large advertisers will turn to video. Search advertising (the second-largest growth area) will also draw more spending from large companies as their agencies continue to weave online advertising into their cross-media campaigns.
 
Moderate growth will pick up again in 2010 and '11, with spending projected to rise 5.9 percent and 6.6 percent, respectively. In 2012, growth will reach the double digits, thanks to the U.S. presidential election and economic stabilization.

eMarketer revised its online ad spend numbers due to several factors, including the Interactive Advertising Bureau/PricewaterhouseCoopers first-half 2009 results and Google's earnings.