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MAY 2008 SHAPING THE FUTURE OF THE NEWSPAPERONLINE ADVERTISING IN U.S.U.S. Online Users and OnlineAd Revenues, 2006 to 2011US$ billions60504030190.5201002006 2007 2008 2009 2010 2011Source: Marketing Charts/Yankee Group and InteractiveAdvertising Bureau, Jan 2008© World Association of Newspapers 2007-2008According to technology research firm YankeeGroup and market research group theInteractive Advertising Bureau, U.S. online adswill surge from US$17 billion in 2006 to $50billion in 2011, a growth of nearly 200percent. The online population in the countrywill also continue to increase, from 190million in 2006, to more than 205 million in2011.%4035302520151016.9195.021.7Online advertising revenueInternet users age 6+197.227.6200.034.3202.941.9205.850.3U.S. Advertising SpendingGrowth Rate, 2006-201134.626.828.518.2 15.4Million210205200195190185180Total mediaInternetTotal mediawithout Internet5 3.9 2.1 2.8 2 2.5 2.32.4 00.5 0.7 0.4 0.9 0.92006 2007 2008 2009 2010 2011Source: eMarketer, October 2007© World Association of Newspapers 2007-2008As the Internet is still a relatively new form ofmedia, it’s no surprise that Internet adspending growth is much stronger thantraditional media in the United States.According to online market research firmeMarketer, online ad spending growth is muchhigher than other media, with double-digitannual growth from 2006 to 2011. Its growthrate is especially high during the first threeyears, at more than 25 percent.12US$ billions50454035302520151050Index of U.S. Ad Spending Growth:TV vs. Consumer Internet100-point index700Consumer Internet ad spend600TV ad spend50040030020010020.116.9U.S. Online and RadioAdvertising SpendingOnline Ad SpendingRadio Ad Spending34.028.221.720.4 21.0 21.5 22.1 22.6Source: eMarketer, August 2007© World Association of Newspapers 2007-200839.044.02006 2007 2008 2009 2010 2011099 00 01 02 03 04 05 06 07F 08F 09FSource: IBM Institute for Business Value analysis based on anamalgamation of industry forecast, “The end of advertising as weknow it,” 2007 © World Association of Newspapers 2007-2008The total media growth rate of all media isabout two to four percent each year, but if theInternet is taken out, that growth rate is lessthan one percent, except for in 2006.In 2006, more was spent on U.S. radioadvertising than online. Spending for theonline sector exceeded radio for the first timein 2007, and is forecast to continue that stronggrowth, according to eMarketer. Radioadvertising, meanwhile, is stagnant. In 2011,online ad spending will total $44 billion, whileradio ad spend will have only about half, $22.6billion.According to IBM Institute for Business Value,online ad spend also outshines TV in theUnited States. Spending for both media was at100 on the index in 1999, and consumerInternet ad spending nearly doubled in the nextyear. Although that growth recessed between46
VOLUME 6 REPORT N° 2 WORLD DIGITAL MEDIA TRENDSUS$250Average Annual Online Ad Spending per Internet User,U.S., 2001-2011200181.86198.77150141.83162.4210092.79113.775049.9637.7744.2356.5971.5102001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011Note: eMarketer benchmarks its U.S. online advertising spending projections against the Interactive Advertising Bureau (IAB)/PricewaterhouseCoopers (PwC) data, for which the last full year measured was 2006; online ad data includes categories as defined by IAB/PwCbenchmark – display ads (such as banners), paid search ads (including contextual text links), rich media (including video), classified ads, sponsorships,referrals (lead generation) and e-mail (embedded ads only); excludes mobile ad spending; an Internet user is defined as someone age 3+ who usesthe Internet at least once per month from any location.Source: eMarketer, October 2007 © World Association of Newspapers 2007-2008US$ millionSearchDisplay AdsClassifiedsRich MediaLead generationE-mailSponsorshipTotal (US$ million)Annual Growth (%)U.S. Internet Advertising Revenue by Category2005 2006 2007 2008 2009 2010 20115,1422,5082,1321,00375325162712,54230%6,7523,7133,0381,1821,35033850616,87935%8,2884,6053,6541,3741,84239842820,58922%9,4495,1574,2181,5992,24745037623,49514%10,9606,1024,7462,2342,65249533927,52817%12,2617,0335,2022,9972,97653231231,31414%13,4747,9635,6024,1483,28256129235,32113%Source: MultiMedia Intelligence © World Association of Newspapers 2007-2008US$ millions70,00060,00050,00040,000U.S. Interactive Marketing Spend Forecast, 2007-2012Online VideoEmerging ChannelsE-mailOnline DisplaySearch Engine30,00020,00010,00002007 2008 2009 2010 2011 2012Source: Forrester Research, Inc. © World Association of Newspapers 2007-200847
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SPECIAL REPORTMAY 2008 © WANShapin
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