Display ad spend expected to exceed search this year
US digital display ad spend is expected to surpass search ad spend for the first time this year, according to eMarketer’s latest figures.
Video, sponsorships, rich media and ‘banners and other’ will make up the largest portion of digital ad spending this year – 47.9 per cent – predicts eMarketer.
Within display, marketers will end up investing the most into the ‘banners and other’ category, which includes native ads, according to eMarketer.
Video spending is expected to make up 14.3 per cent of digital ad spend this year, up from 12.8 per cent in 2015.