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Lehman Bullish About Online Ad Spending ($45.5 Billion in 2012)
By Anna Johnson on August 15th, 2008While eMarketer downgrades its estimate of 2008 online ad spending… over at Lehman Brothers International, analyst Doug Anmuth expects total Internet advertising spending in the U.S. to go from $26.1 billion in 2008 to $45.5 billion in 2012.
As a share of overall ad spending, he believes online advertising will go from constituting 8.8 percent to constituting 13.7 percent.
The brightest spot is online video ad spending, which Mr Anmuth expects will reach $1.1 billion this year (up 63 percent over 2007), and will more than double to $2.4 billion over the next two years.
As I’ve said before, I can’t see a significant retreat in online advertising over the next few years. While growth may well be dampened by economic conditions, it’s only logical that as more people spend more time on the Internet, advertisers will shift more and more of their budgets to reach those people.
