Web Spending Expected to Rise 20%, Accounting for 20% of Marketers' Outlays
Emily Steel reported June 8 in the Wall Street Journal that "Marketers are poised to ramp up their spending on Web ads this year more quickly than previously expected, as advertisers allocate an increasing share of their budgets to the Internet, according to new projections from eMarketer Inc."
She went on to explain that "online ad spending is expected to increase 20% to $31.3 billion in 2011, eMarketer predicts. . . The boost marks a return to increases in the online-ad market that haven't been seen since 2007, before marketers started curtailing their budgets in the most recent recession."
This can mean only one totally obvious thing, that traditional media is still under continued revenue assault by digital products, digital services and the ever growing world-wide access to digital information of any kind.
Did you know that although television is still the king of the hill in revenue ad spending the Internet now takes a firm second place and is rapidly growing?
The report goes on to say that "Marketers are expected to spend $12.3 billion on display ads in 2011, up 25% from last year. After search, display is the most popular format in online advertising and is expected to take up 39% of marketers' online-ad budgets this year."
There is nothing new here but it does give one pause as we reflect where the advertising dollars are continuing to speedily go. Traditional media will still have its place in the sunshine of revenue streams and those numbers will still be in the billions, but those numbers will also be billions less than in previous years. That is a thought and a trend worth pondering.