As online media formats continue their steady march toward market dominance, consider the latest release from Outsell. According to the research concern, spending on digital marketing will overtake spending on traditional print media in 2010. Outsell includes categories such as search, webinars, business events in the total figure it calls digital marketing: $119.6 billion. This compares to traditional print spending in venues such as newspaper and magazine ads which Outsell predicts will total $115 billion in 2010. This game changer comes as Outsell forecasts a 1.2% increase in the total U.S. marketing and advertising market in 2010 – to $368 billion.
Outsell’s Vice President and Lead Analyst says “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 option.”
Based on Outsell’s projections, online spending would comprise 32.5% of spending while print would come in at 31.3%. It’s a small difference but a significant step and underscores the rapid adoption rate of online marketing techniques.[Source: Outsell Forecasts Advertising/Marketing Spending to Grow, But Only 1.2 Percent. Outsell. 8 March 2010. Web. 10 March 2010]