Online ad spend poised to overtake print

Spending on digital marketing will overtake that of print for the first time in 2010, accroding to a new forecast. Last September it was announced that the UK was the first major economy where advertisers spent more on internet advertising than on TV
advertising, with a record £1.75bn online spent in the first six months of 2009.
Now, a similar story seems to be happening in the US. Information researchers and analysts Outsell surveyed more than 1,000 US advertisers last December. They found that in 2010 companies will spend $119.6bn on online and digital strategies, from search engine keywords to seminars on the web, while they plan to invest $111.5bn in print such as newspaper and magazine ads. Online's lead over print will still be minor, though, at about 1.2%.
However, as companies are restructuring their marketing budget from print to online, they often leave their former marketing partners to invest in other strategies.
"Advertisers are directing dollars toward the channels which generate the most qualified leads and most effective branding," said Chuck Richard, vice-president and lead analyst at Outsell. "As they emerge from the recession, they need more accountability, and they're spreading their spending over a widening set of options."
Last year, print ad spending faced another year of strong decline. Outsell's study indicates that ad spending is picking up pace again, but might be directed towards online rather than print.

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