A new report forecasts that US marketers will spend $65 billion on their own websites this year.
The Outsell Inc report, based on an online survey in April of more than 1,200 advertisers, revealed that this figure will be nearly as much as marketers’ spend on TV advertising.
It found that US marketers will spend $66 billion on TV advertising and $42 billion on newspaper advertising in 2009.
Anthea Stratigos, co-founder and CEO of Outsell, said: “The dollar equivalent of TV advertising is vanishing from the media-run ad market.
“We will see more media consolidation, more firms going out of business, more firms using the equivalent of online couponing and word-of-mouth marketing to build ‘what’s-in-it-for-me’ loyalty to consumers and professionals using these websites.”
ZenithOptimedia recently revised down its global ad forecast, predicting that it will decline 8.5% this year, with the UK set to suffer a 10.5% fall (see ZenithOptimedia revises down global ad forecast).
In June, GroupM forecast a 5.5% fall in global adspend, to $417 billion this year. However, it said that there should be a mild recovery in 2010 when the decline is expected to ease to 1.4% (see GroupM forecasts a 5.5% drop in global adspend).
