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On Second Thought

Posted on 6.22.2011

A digital research firm recently had to update its 2011 forecast for online ad spending in the U.S. — doubling its estimate from 10-percent growth to a dramatic 20.2-percent increase over 2010. Spending is now predicted to reach $31.3 billion this year, according to eMarketer, representing prerecession levels of growth for the industry. Search will account for $14.38 billion of the total, which represents 19.8 percent year-over-year growth and claims 45.9 percent of the overall share. But spending on display advertising is coming on strong, and the report forecasts 24.5-percent growth to $12.3 billion, with display overtaking search by 2015.

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