Online share of US media ad spending continues to rise
The internet’s share of US media ad spending is rising by at least 1 percentage point every year, for two reasons: Marketers are spending more on internet ads and less on ads in traditional media, according to a new report from eMarketer.
The media spending shifts predate the recession, but the current economy reinforces the new advertising models and makes them more permanent.
eMarketer projects that the online share of US ad dollars will continue to grow, rising from nearly 10% this year to slightly more than 15% in 2013.
ZenithOptimedia released a forecast yesterday which said that UK ad spending would fall 8.7% this year, with global spend predicted to shrink by 6.9% (see UK adspend forecast to fall 8.7% in 2009).
It added that adspend would fall 8.3% in North America in 2009, with the US down 8.7%.
Last month, GroupM forecast that UK advertising spending would fall 11.2% in 2009, with global spending predicted to drop 4.4% to $425 billion (see GroupM forecasts 11.2% fall in UK adspend in 2009).