Digital spend to beat print advertising this year: Outsell

Share this article:

Companies will spend more on digital and online marketing than print advertising for the first time in 2010, according to projections from Outsell, a research and advisory firm for publishing and information companies.

Outsell expects companies to spend $119.6 billion on online and digital marketing, while allocating $111.5 billion on print marketing this year, according to the company's “Marketing and Ad Spending Study 2010: Total US and B2B Advertising.”

The advisory firm, which surveyed more than 1,000 recipients last December, predicted total US advertising and marketing spending will increase 1.2% in 2010 to $368 billion.

Print magazine advertising will increase 1.9% this year to $9.4 billion, despite being overtaken by Web-based channels, according to the survey.

The study also revealed that business-to-business advertisers view cross-media marketing as their most effective strategy, with 78% combining three or more major marketing methods in their campaigns. Meanwhile, more than half of respondents (51%) rated Facebook as extremely or somewhat effective, while 45% said the same of LinkedIn. More than one-third (35%) felt that way about Twitter, and one-quarter (25%) said MySpace was extremely or somewhat effective.

Late last year, ZenithOptimedia predicted 0.9% growth in ad spending to nearly $448 billion this year, while GroupM forecasted 0.8% growth to $448 billion. Magna Global said global advertising would increase 6% to $380 billion in 2010. All three said that Internet advertising would lead other categories in growth.

Industry group The CMO Club and Bazaarvoice, a social commerce vendor, found last year that eight in 10 respondents to a study expected to link up to 10% of their annual advertising spend to social media.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

Day Two at DMA2014

Day Two at DMA2014

It was awards day in San Diego, with Teradata's Lisa Arthur being named Marketer of the Year, and Google Japan being feted for its direct mail prowess.

Today's Forecast: Chilly With a 10 Percent Lift in Parka Sales

Today's Forecast: Chilly With a 10 Percent Lift ...

The Weather Company launches a website offering marketers free advice on how to take advantage of shifts in the weather.

DMA 2014 Kicks Off Under New Management

DMA 2014 Kicks Off Under New Management

Thomas Benton and Jane Berzan will preside over an event indicative of an association serving a wider array of industry segments.