Digital Advertising Set to Outsell Print
The much awaited annual ad spend forecast by Outsell Consultancy was released yesterday by its lead analyst and Vice President Chuck Richards.
Terming it as a watershed moment, Richards predicted that for the first time digital media (email, video, searches, displays, webinars, multi-media campaigns) is predicted to hog 32.5 % of the ad spend revenue of $368 billion surprising print media that will fall behind with 30.3% of the market share.
In short, digital media will garner $119.6 billion of advertisement revenue, against $111.5 billion for print even as the overall consumer ad spend will rise by 1.2%.
Gathering data from over 1,000 established brands across United States, both in the consumer industry as well as the business to business segment, Outsells' “Marketing and Ad Spending Study 2010” is the benchmark forecast of the industry advertising and marketing trends.
Outsell says that this shift in consumer preference is because "advertisers are directing dollars towards the channels, which generate the most qualified leads and the most effective branding.” In short the return on investment will be more closely monitored, which is more easier in the digital segment than in the traditional print media format.
Of those polled, 78% said cross media marketing will ensure that major of the digital advertisement will be a mix of three or more forms that deliver the best return on investment. These forms will comprise of conferences, exhibitions, trade-shows, corporate web sites, social media, direct mail, search engine key-words, news letters and e-marketing effects.
With over $100 billion at stake the internet majors Google and Yahoo are warming up to yet another round of face-off. By tying up with Twitter, Facebook, MySpace, Linkedin, SlideShare, etc. and spinning out their applications, they will ensure that your workspace remains connected.