Search advertising will corner 60% of market

Search engine advertising will account for 60 per cent of online advertising in the next few years, according to eMarketer.

Paid-for advertising that puts companies´ marketing alongside popular search requests is set to overtake money spent on classified and display adverts, according to the online marketer.

Developments in internet technology are side-lining some methods of online advertising, the company claims.

Karin von Abrams, senior analyst at eMarketer, said: "Now that video and other rich media are becoming the norm, banner-type display ads are bound to shrink further."

According to Guy Phillipson, chief executive of the Internet Advertising Bureau, as the internet is increasingly monetised banner adverts will become less and less common.

Mt Phillipson added that video adverts will become more prolific.

He says pop-up blockers have helped online marketing develop and have become a useful tool for internet advertisers to ensure they are not alienating customers.