New York - Market research firm eMarketer on Tuesday revised its online ad spending forecast downward for 2009, now expecting to see just single-digit growth of 8.9%, compared with the 14.5% boost it had predicted back in August.

The firm's 2009 online ad spending forecast is now $25.7 billion.

Recovery is also now expected to take longer, as spending growth will barely return to double-digits in 2010, at 10.9%, while in 2013 eMarketer is projecting growth of 13.5%.

The firm did see a small bright spot in paid search spending, which will see a 21.4% rise in spending this year.

"Especially in economic turmoil, search is more trackable than any other ad format," said eMarketer senior analyst David Hallerman. "At this stage, it is a tried-and-true format that is supporting online growth."

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