David Verklin, CEO of Carat Americas, predicts that the proportion of ad budgets allocated to online media - mostly search and broadband video advertising and sponsorship - will nearly double in the next 36 months and come mostly at the expense of TV, MediaPost writes. Verklin estimated that online now accounts for about 8 percent of Carat's clients' advertising budgets and at the current rate would grow to 15 percent "in about 36 months." He said there would be a shift in the average media plan from about "two-thirds television" to half.

Verklin also said search is becoming far more pervasive and would soon become a component of every media plan.

He suggested that online ad demand is beginning to mirror that of broadcast TV, with the greatest demand in the fourth quarter.