Digital marketing dollars to grow 23.3 percent, eMarketer says, while print spending falls.
EMarketer forecasts online advertising will edge out print in total spending this year. While it says online dollars have already outstripped newspapers and magazines separately, today's announcement by the New York-based researcher marks the first time digital is projected to surpass the two combined.
U.S. online ad spending will grow by 23.3 percent in 2012, eMarketer projects, to $39.5 billion. By comparison, the researcher says online advertising grew by 23 percent last year, reaching $32 billion. It expects print advertising to reach $33.8 billion in sales, down from $36 billion in 2011.
"Advertisers' comfort level with integrated marketing is greater than ever, and this is helping more advertisers - and more large brands - put a greater share of dollars online," said David Hallerman, eMarketer principal analyst, in a prepared release.
Hallerman's firm also says digital revenues for newspapers in 2012 will continue to be a bright spot. eMarketer prognosticates that digital ad revenues for newspapers will grow 11.4 percent to $3.7 billion, after rising 8.3 percent to $3.3 billion last year. At the same time, print advertising revenues at newspapers will fall 6 percent to $19.4 billion in 2012, after dipping 9.3 percent to $20.7 billion last year.
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.
September 9, 2015
12pm ET/9am PT
September 16, 2015
12pm ET/9am PT
September 23, 2015
12pm ET/ 9am PT