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12 gennaio 2016 | 12:52

Gli investimenti nel mercato americano per il digital display supereranno quelli per il search nel 2016. Le previsioni di EMarketer (INFOGRAFICA)

Nel 2016 le spese per il digital display supereranno negli Stati Uniti, per la prima volta, quelle per il search. Le categorie video, sponsorizzazioni, contenuti multimediali e banner, complessivamente, rappresenteranno la più ampia fetta della spesa digitale: il 47,9%, per un valore di 32,17 miliardi di dollari.

La spesa pubblicitaria per il digitale negli Stati Uniti (Foto EMarketer.com)

Gli inserzionisti investiranno maggiormente sulla categoria banner, che include diversi tipi di native advertisment e pubblicità su siti popolari come Facebook e Twitter, come emerso nel nuovo report di eMarketer “Us digital display advertising trends: 8 developments to watch for 2016″.

I video, si legge su EMarketer.com, controlleranno anche una larga porzione di spese pubblicitarie assegnate al digitale nel 2016: il 14,3%, in aumento rispetto al 12,8% dello scorso anno.

L’aumento della spesa per le categorie dei contenuti mediali e dei video sarà significativa per entrambi: rispettivamente il 36,4% ed il 28,5%.

Dei 22,58 miliardi che andranno ai banner, ai contenuti mediali e alle sponsorizzazioni ed altri formati negli Stati Uniti quest’anno, il 77,5% (cioè 17,5 miliardi) saranno spesi per raggiungere individui su device quali smartphone e tablet.

US Digital Display Ad Spending to Surpass Search Ad Spending in 2016
Video will also command a large portion of ad spending allocated to digital

In 2016, digital display ad spending will eclipse search ad spending in the US for the first time. Combined,
the categories of video, sponsorships, rich media and “banners and other” will account for the largest share
of digital ad spending: 47.9%, worth $32.17 billion.

Within the display umbrella, advertisers will invest the most on “banners and other,” a category that
includes many types of native ads and ads on popular social sites like Facebook and Twitter, as explored in a
new eMarketer report “US Digital Display Advertising Trends: Eight Developments to Watch for in 2016.”
Overall, one in five dollars devoted to digital in 2016 will go to “banners and other” digital display ad
types. Video will also command a large portion of ad spending allocated to digital in 2016: 14.3%, up from
12.8% in 2015.

Spending growth in the categories of rich media and video will both be significant: 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.

While desktop will remain the biggest beneficiary of US digital video ad dollars in 2016, garnering 57.5% of
an expected $9.59 billion in spending, the same cannot be said for the remaining display ad formats. Of the
$22.58 billion that will go to banners, rich media, sponsorships and other display-based formats in the US
this year, 77.5%, or $17.5 billion, will be spent to reach individuals on mobile devices like smartphones and
tablets.

On the one hand, numbers like these reveal a vibrant market in which consumer-led media habits (particularly
increases in video consumption and mobile device usage) are funneling display ad dollars to the most desired
channels and formats.

But while it may seem to the casual observer that in-stream video, in-feed video and mobile are thriving
effortlessly, those entrenched in digital display advertising know that growth in ad dollars can only come
from painstaking investment in things like cross-device capabilities, programmatic advertising and continual
efforts to address issues of ad viewability and fraud. The following trends are the ones that eMarketer
believes most likely to affect digital display spending in 2016 and in the next few years to come.