Editor & Publisher reports on the coming surge in online ad spending — and corresponding decrease in spending on traditional print media:
With big contributions from search and mobile, combined with continuing shifts in spending away from traditional ad channels by marketers, WPP’s GroupM is projecting that global Internet spending will surge 11% next year to almost $65 billion and account for nearly 15% of all measured media. By comparison, global spending in the sector this year will garner a 13 percent share of measured media.
What about here in the U.S.?
In the U.S., digital advertising is expected to climb 7 percent next year to $24.4 billion, grabbing a 17 percent share of total spending, compared to 15.4 percent in 2009, according to the report. Most of the U.S. growth will be driven by search and video, which compensates for declines in Internet display advertising and sponsorships. The report also indicates that much of the U.S. growth will be fueled by sharp declines in traditional print advertising, particularly newspapers.
Where are you spending your ad dollars these days? And, more important, where are you getting the most return-on-investment?