©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
As US online ad spending closes in this year on $40 billion, the bulk of that spending will go toward just a few formats: search, banners and video advertising.
These three formats will make up upwards of 80% of all spending through 2016, eMarketer predicts. Search is and will remain by far the leading format, although its share of total online ad spending will slip slightly from 2012 to 2016 as online video ad spending nearly doubles its share from 7.9% in 2012 to 15% in 2016.
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