In the US, traditional media looks set for a boost from online advertising, with internet retailers revealed to have plans to advertise off line this year, according to a recent survey from Shop.org/BizRate Research.
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2005 Online Holiday Mood study found that direct marketing was the most popular offline marketing tactic, with nearly two thirds of marketers planning to mail catalogues to customers this Christmas season.
Print ads were found to be the second most popular response among the internet retailers surveyed, with 54% saying they will invest in magazine adverts and 41% in newspapers. Over a third of respondents plan to buy television space, while 32% will purchase radio spots.
Internet advertising expenditure continues to rise at a healthy rate, with the latest figures from the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PWC) showing the medium to have reached a new record, totalling $5.8 billion an increase of 26% compared to the same period last year (see Record Online Adspend For First Half Of 2005).
However, online marketers are also increasing their adspend in traditional media, with Bob Coen, senior vice president and director of forecasting for Universal McCann, saying these marketers spent $3.6 billion on advertising in traditional media in 2004, equating to 49% of the sector’s collective media budget (see McCann Revises 2005 Adspend Estimates).
New figures from PricewaterhouseCoopers and the World Advertising Research Centre (WARC) reveal that online adspend has overtaken outdoor adspend for the first time this year, reaching £490.8 million for the first half of 2005, a rise of 62% (see Online Adspend Over Takes Outdoor).
Earlier research done by online magazine, Direct, claims that marketers are shifting their adspend onto online, with 60% planning to raise their online advertising expenditure in 2006 (see Marketers Move Adspend Online).
The 2005 Online Marketing Survey shows that marketers are allotting 41% of marketing budgets to online channels this year, taking money away from traditional direct marketing channels. The survey found that marketers allocated 75% for the old channels last year, compared to just 59% this year.
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