US online ad spend set to overtake print

Spending on digital marketing will overtake that of print for the first time in 2010, according to a new forecast. Last September it was announced that the UK was the first major economy where advertisers spent more on internet advertising than on TV advertising, with a record GBP 1.75bn online spent in the first six months of 2009. Now, a similar story seems to be happening in the US. Information researchers and analysts Outsell surveyed more than 1,000 US advertisers last December. They found that in 2010 companies will spend USD 119.6bn on online and digital strategies, from search engine keywords to seminars on the web, while they plan to invest USD 111.5bn in print such as newspaper and magazine ads. Online’s lead over print will still be minor, though, at about 1.2 percent. However, as companies are restructuring their marketing budget from print to online, they often leave their former marketing partners to invest in other strategies. Overall, Outsell forecasts that US spending on advertising and marketing will increase in 2010, but by just 1.2 percent to USD 368bn. Print magazine advertising will rise by 1.9 percent or USD 9.4bn, according to Outsell. These figures indicate that the recession has hit its lowest point. Last year, print ad spending faced another year of strong decline. Even US weeklies were not recession-proof as they reported the worst drop ever since their figures were recorded in 1947. Outsell’s study indicates that ad spending is picking up pace again, but might be directed towards online rather than print


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