US online ad spend to surpass print in 2012
For the first time, online advertising spend will surpass print in 2012.
US online advertising spending, which grew 23% to $32.03 billion in 2011, is expected to grow an additional 23.3% to $39.5 billion this year. Pushing it ahead of total spending on print newspapers and magazines, according to new forecast by eMarketer
Marketers are expected to continue cutting their print advertising budgets for the next half-decade, spending $32.3 billion in 2016, 10% less than what they invested in print ads in 2011.
The study says the growing amount of time consumers spend with digital platforms and advertisers’ view of the internet as a more measurable medium especially as the troubled economy forces businesses to be more accountable with their ad dollars - are both significant contributors to online marketing's growth.
This year, eMarketer says TV ad spending will grow an estimated 6.8% to $64.8 billion.
Bottomline? 2012 looks to be bad year for newspapers and magazines and good for TV and digital advertising .
