Forecast: Increased tech to push display ad spend 14%

From advanced targeting options to the increased security that many publishers, advertising exchanges and other third parties are offering, more marketers are expected to take advantage of the display space in the New Year.

As brands and marketers look into not only targeted ads to a demographic, but targeting to the zip code level and using mobile information to target even to the neighborhood, more money is expected to push into online advertising.

According to the Borrell Associates' 2011 Ad Forecast Memo, the overall online ad spend is excepted to reach nearly $239 billion this year with display making up $45.6 billion of the spend. In 2011, the display ad spend is expected to grow to nearly $52 billion. Local online ad spending is also expected to see a sharp increase, of 18%, to reach just over $16 billion for the year.

Other expectations for the 2011 ad spend include:

• Email advertising should increase to $16 billion, a 9% uptick
• National paid search campaigns are expected to decrease by as much as 10%
• Streaming video may see an increase of 60% or more, to reach at least $5.6 billion in 2011
• Online promotions are expected to reach $24 billion in 2011, a 10% increase
• Online and mobile coupon use will push the online promotion spend

The display ad spend will be pushed by targeted display, including banner ads. The spend for the display ad format is expected to rise by 60% to nearly $11 billion (national and local spending). One note, run of website display spending is expected to decrease - again - in 2011 as marketers move to more targeted approaches for their online spending.

Tags: 2011 advertising forecast, Borrell Associates, display advertising, local advertising, online ad forecast, online advertising