Online real estate ad spending will reach $1.719 billion this year, accounting for some 15 percent of the projected $11.698 billion in total real estate ad spending, writes MediaPost, citing a new report by Borrell Associates. That proportion is expected to more than double by 2010, reaching 32 percent, with online real estate ad spend totaling $3.068 billion while total real estate ad spend decreases to $9.557 billion.

The Borrell report, "2006 Update: Online Real Estate Advertising," predicts that much of the growth in online real estate ad spending will be the result of a shift from newspapers. Newspaper real estate ads are predicted to total $4.327 billion this year, down almost 8 percent from last year's estimated $4.682 billion.

By 2010, newspapers will account for only 30 percent of real estate ad spend, or $2.9 billion - less than online's share, according to Borrell.