Marketing dollars are continuing an inexorable march toward digital. eMarketer estimates that US online ad spending will hit $39.5 billion in 2012 before climbing to $62 billion by 2016. However, online ad spending growth is set to decline over the same time period, dropping from 23.3% in 2012 to 7.8% in 2016. Data from a May 2012 survey of senior-level marketers and agency principals by business development company RSW/US corresponded with those projections. The survey found that 57% of respondents said that 30% or more of their budget had shifted from traditional media to digital over the past three years. Back in 2009, 67% said that at least 30% of their budget had shifted, indicating a slowdown in the move to digital over the past few years.