eMarketer has estimated that in 2016 digital display ad spending will surpass search ad spending in the US for the first time.
The display ad spend will be an estimated $32.17 billion where as search spend will be $29.24 billion.
One out of every 5 dollars in digital will go to “banners and other” display ad types. Video will take up 14.3% of the total digital spending as compared to 12.8% in 2015.
Rich media and video will both see a significant growth of 36.4% and 28.5%, respectively.
“Rich media’s growth will be driven by growing adoption of “out-stream” and in-feed video ad formats, while video will grow due to publishers looking to capitalize on high-demand, high-value in-stream video ad inventory.”
Desktop will gain the most from video ads, garnering 57.5% out of an expected $9.59 billion in spending. Of the $22.58 billion from banners, rich media, sponsorships and display formats, 77.5% will be spent on individuals on smartphones and tablets.
US Display Spend to Beat Search Spend in 2016, says eMarketer!,