Display and search marketing are helping to push US online advertising spending above $31 billion (£19.2 billion), according to an eMarketer forecast.
By 2015, total advertising spending is expected to approach $50 billion (£31.2 billion), as support for banner advertising and video content continue to be favoured by media agencies.
Local advertising was found to have migrated online for most small and medium-sized businesses, as the top advertising selling companies between 2009 and 2012 were found to be Facebook, Microsoft, Google, Yahoo and AOL.
David Hallerman, eMarketer principal analyst, claimed: "Most marketers will spend at least a portion of their ad budgets with those five companies.
However, he added: "Buying from smaller sites can also help marketers maintain their presence within an industry, such as entertainment or B2B."
In the US the Local Search Association (formerly the Yellow Pages Association) and Burke revealed recently that search engines have overtaken traditional print directories as the primary method for finding local businesses.
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