US online advertising to overtake print in 2010
US spending on online advertising will overtake print in 2010 for the first time, according to a new forecast from Outsell Inc.
Companies will spend $119.6 billion on online strategies, from search engine keywords to webinars, said Outsell, while committing $111.5 billion to print methods such as newspaper and magazine ads.
Overall, US spending on advertising and marketing will increase in 2010, but by just 1.2% to $368 billion.
And despite the increased popularity of online channels, print magazine advertising will be up 1.9% to $9.4 billion.
Chuck Richard, Outsell vice president and lead analyst, said: “Advertisers are directing dollars toward the channels which generate the most qualified leads and most effective branding.
“As they emerge from the recession, they need more accountability, and they’re spreading their spending over a widening set of options.”
Enders Analysis has forecast a 6.9% increase in UK online advertising in 2010, with newspapers, magazines and television all expected to experience downturns.
It predicts national newspaper ad revenues to decrease 4% this year, with local and regional newspapers predicted to be down 7.9%.
And while the recent economic problems faced by the magazine market are seen as more of a symptom of the recession than structural deficiencies, Enders still expects a 6% fall in ad revenues this year. Television, meanwhile, is predicted to see a 4% fall.