Display (banner) annual ad spend, at $5.2 billion, enjoyed a 32% share of total U.S. digital ad investment in 2010. Jack Myers TomorrowToday projects that display ad spend will decline to $4.6 billion/year by 2020, a 4.2% share of total U.S. digital ad investment. The decline in display ad spend and share are attributable to the continued growth of mobile & apps ad spend (excluding mobile search) as well as increased ad spend supporting online video and audio commercials in web-based advertising. Facebook display ads are included in the display category. YouTube and Facebook video are included in the online-originated video category.
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