eMarketer looks at the breakdown of online advertising-- and anticipates that rich media will gain market share.

Paid search remains the major force among internet advertising formats, with a 42.5 percent share in 2006 and holding steady in the 40 percent range through the rest of the decade. The most significant format share switch will occur as rich media doubles from 9.0 percent this year to 18.0 percent in 2010 vs. display ads dropping from 21.0 percent to 17.8 percent over the same time span. That format share switch appears most strikingly in 2010, according to eMarketer, when rich media ad spending will surpass $4.54 billion, edging out display advertising, at $4.47 billion, for the first time.

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