Video is expected to be the principal force driving growth in display advertising this year, according to a report published by the Association of Online Publishers (AOP).
In a survey of media owners representing 1,500 publications and brands, it was found that all predicted strong revenue growth in 2010, with display advertising at the heart of this.
Half of the AOP's members, who include Bauer, BSkyB, Guardian Media Group and Channel 4, predicted growth of ten per cent or more.
Commenting on the report, Tim Faircliff, general manager of consumer media at Thomson Reuters, said that the research mirrored his own predictions.
"The findings from the AOP census are broadly consistent with how I see the year panning out for Thomson Reuters and the industry," he said.
"A return to growth will provide all our businesses with a renewed energy and focus…plus the opportunity for exciting innovation around mobile and video."
Three quarters of the respondents were intending to increase overall investment in their digital output, with approximately half raising staff levels.
In the US online advertising spend has eclipsed that of print and radio channels and the industry is growing worldwide. This report confirms that this trend is set to be perpetuated throughout the rest of 2010.
