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.
Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!
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.
Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.
Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?
March 19, 2014