• ClickZ, Thursday, December 8, 2005 10:45 AM

Recent media trends indicate that the "tipping point" for offline ad dollars moving online could occur in the second half of 2006, says Piper Jaffray analyst Safa Rashtchy in a new report. He says that several trends, including online ad spending increases, the speed of technology growth, and the way online benefits offline campaigns, are converging, accelerating online's spending growth from a 5 percent share this year to a 10 percent share much faster than originally thought. In the second half of next year the industry will feel the full impact of dramatic budget shifts online from some major marketers, sparking rapid acceleration that will "conservatively" exceed $55 billion by 2010, Rashtchy says. The biggest winners will be Google and Yahoo!, but ad networks like ValueClick and 24/7 Real Media, and large interactive agencies like aQuantive and Digitas, also stand to benefit hugely from such massive increases, he predicts.

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