The Online Ad Market Is Back To Setting Records In The US

Double-digit growth is set to return to the online ad market this year, according to IDC.

The market research firm says it expects online ad spending to jump 12.6 percent to $29.7 billion in the U.S. By contrast, spending dropped 2.4 percent in 2009. Signs of a comeback are aplenty. During the fourth quarter, online ad spending increased 4.5 percent year-over-year to $7.4 billion, leading to several "firsts," according to IDC analyst Karsten Weide. Among them: A new record was set in terms of "absolute spending;" online's share of total ad spending passed 10 percent for the first time, and it was the first period of growth after three consecutive quarters in the red.

The improvement in the market is happening sooner than IDC had expected.