From ClickZ: “Forecast: Search to Lose Share as Video Ads Proliferate“:

An IDC Internet advertising report forecasts advertising online to nearly double by 2011. Search is expected to lose its dominance as broadband adoption increases demand for video and rich media advertising.

The major players in search advertising must be coming to the same conclusion. Why else would they all be snatching up companies specializing in different types of advertising? Google has made an absolute fortune on search advertising. But even they know that the search party won’t last forever and that other forms of advertising revenue must be discovered.

According to the IDC report search advertising - and online advertising in general - will continue to grow as far as dollars and cents are concerned. But the commanding lead that search ad spend enjoys today will not always exist, the report suggests.

As long as search engines remain our primary means for finding information online, search advertising will continue to be a healthy business. But I’m not the least bit surprised that other, more rich forms of advertising are slated to take over.