(Direct Newsline)—Internet advertising in the U.S. will continue to grow fast even as the current economic woes will lead to a contraction in advertising spending overall, according to a study from market research firm IDC.
Overall Internet advertising revenue will double from $25.5 billion in 2007 to $51.1 billion in 2012, according to the report.
The Internet will go from the fifth-ranked medium to the second in five years, making it bigger than newspapers, cable TV and broadcast TV. And it will be second only to other forms of direct marketing, IDC predicted.
On the other hand, video advertising will be the principal disruptor of Internet advertising over the next five years by attracting the most new marketing dollars, according to the study.
Specifically, its revenue will grow sevenfold from $500 million in 2007 to $3.8 billion in 2012 at a compound annual growth rate of 49.4%.
This growth will take place because brand advertisers will shift significant amounts of money into these video commercials, primarily from broadcast television and to a lesser extent from cable television, predicted IDC.