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EMarketer Revises '09 Forecast Down Again

In yet another sign that "the industry needs to completely rethink display ads," eMarketer has revised its online advertising outlook for 2009 down again, cutting its forecast to $25.7 billion, from $28.4 billion. Six months ago, the online industry research aggregator forecast that online spending would total $30 billion. That figure has now been cut twice.

Meanwhile, Google should remain the biggest beneficiary of the 9% growth projected for 2009, down from 11% growth in 2008, as its search advertising system is widely believed to drive sales and conversions for marketers. In fact, eMarketer actually raised its search advertising estimate for next year to $12.3 billion next, up from its August estimate of $11.9 billion.

Display ads, however, won't hold up nearly as well. The researcher predicts display will rise 7% next year to $4.9 billion, down from its August estimate of a 14% increase to $5.9 billion.

Read the whole story at Silicon Alley Insider/The Associated Press »

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