• paidContent, Monday, April 18, 2011 12:11 PM

Amid a strong domestic resurgence, online media spending will show an 18.7% gain this year, according to a new forecast from Interpublic Group's Magna Global. As paidContent notes, "The advances are driven by growth in display, as well as online video and mobile." But, while, Paid Search is expected to remain strong, direct response ad spending will struggle.

"The segment, which includes Internet yellow pages, paid search, lead generation, directories, and direct mail will be slightly better than flat with an 0.8 percent increase in 2011," paidContent points out. As a result, the direct online segment will underperform traditional mass media for a second consecutive year.

"But that's mainly because small businesses are still reeling from the weak economy." More broadly, the ad recovery has produced a "return to normalcy," according to Magna Global. Globally, Magna is expecting moderate growth this year, as the crises in Japan and upheaval in the Middle East have produced greater uncertainty among marketers.

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