This year digital display ad spending is expected to surpass search ad spending in the US for the first time. Video, sponsorships, rich media and “banners and other” will account for 47.9% of digital ad spending, reaching the figure of $32.17 billion. Due to the predictions, advertisers will invest the most on “banners and other,” an advertising category that covers native ads and ads shared on popular social sites. Video will account for 14.3% of total ad spending, up from 12.8% in 2015. According to the eMarketer’s study, video will grow due to publishers looking to capitalize on high-demand, high-value in-stream video ad inventory.