The Internet’s share of total media ad spending is rising by at least 1 percentage point every year—for two reasons: Marketers are spending more on Internet ads, and less on ads in traditional media.
The US Ad Spending report analyzes the shifts in the media landscape due to changing usage patterns, economics and technology.
The media spending shifts predate the recession, but the current economy reinforces the new advertising models and makes them more permanent.
Digital marketing offers compelling benefits, especially for cash-conscious companies. Marketers can more readily measure the results of Internet advertising than with most traditional media. This produces more-efficient advertising and higher ROI, which in turn pushes traditional media to compete with lower pricing.
eMarketer projects that the online share of ad dollars will continue to grow, rising from nearly 10% this year to slightly more than 15% in 2013.
Key questions the “US Advertising Spending” report answers:
- What trends will help online ad spending grow, even in this economy? - Where is there spending slippage among online advertising formats? - Why is video ad spending rising so rapidly? - Why is total media ad spending growth worse than ever? - What media will do better in the recession than others? - And many others…
