It's a bonanza

Spend on online sponsorships and other promotions are rising at the expense of "traditonal" display advertising, reports Borrell Associates.

Borrell says spending on "online promotions" reached $8 billion this year and is expected to hit $22.8 billion in five years. National advertisers are leading the charge toward promotions and sponsorships, with local advertisers following suit.

Meanwhile, display ad spend has remained flat, reaching a $12.6 billion peak before declining, Borrell wrote.

The research firm expects search spend to peak at $16.9 billion next year.