Now it is up to smaller marketers to jump on-board.
According to a report from Interpublic’s Magna Global online advertising will be the second largest ad medium - behind only television - by 2013. The report indicates that the global online ad spend will reach $100 billion by 2013 and jump to $103 billion by 2015. That is an average annual growth rate of just over 5%.
“Newspapers will continue to grow modestly - up 1.8% in constant currency terms over the next five years,” was written in the report. “In many countries, newspapers represent a viable means of distributing content to emerging consumer classes and do not face meaningful cannibalization from online competition.”
Television’s ad share will be slightly lower in European countries but the biggest hits are expected to be delivered within the magazine publishing ranks. Through 2015, the report indicates that magazine ad dollars will shrink by at least 1.5%.
Here is how comScore shows the print/online battle shaping up:
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