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.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
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.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
September 17, 2014
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT