Forecast: Online advertising to surpass $61 billion

Online publishers will help boost online advertising efforts past the $61 billion mark according to a recent forecast from Forrester Research. Social media will be a huge factor in online ad growth through 2012.

by Kristina Knight

According to the report social media will push emerging Internet channels past the $10 billion mark.

"This means that publishers have to take the initiative to make media appealing to the more savvy marketer," said Shar VanBoskirk, the study's lead author. "Publishers will have to advance their media as the marketer is advancing to provide the ability to better target ads, provide advanced capabilities and provide richer ad formats."

Look for search marketing to also be a huge factor in the growth of online advertising. According to the report search marketing will triple by 2012. Search marketing is expected to reach $25 million.

The report also forecasts that businesses advertising on the Web will become more diversified as both established and start-up companies begin to push more ad revenue online.

"Interactive marketing growth over the next five years will be driven by mainstream businesses that embrace the unique value of interactive tools that engage customers in new ways," was written in the report.

As more marketers turn to the Internet, most will try out several different advertising methods rather that relying on only one type of ad - email, banner, mobile/text or video. By diversifying the types of ads marketers will be better equipped to draw in a large base of consumers.