For the first time, spending on digital/online advertising and marketing in the US will overtake print in 2010, according to new projections from Outsell, Inc.
In an industry crossover event, companies will spend £80 billion ($119.6 billion) on online and digital strategies, from search engine keywords to webinars, while committing £75 billion ($111.5 billion) to print methods such as newspaper and magazine ads.
Overall, U.S. spending on advertising and marketing will increase in 2010, but by just 1.2 percent to £264 billion ($368 billion).
Outsell’s 'Marketing and Ad Spending Study 2010: Total US and B2B Advertising', forecasts spending, share, and growth for five media types—online, events, print, TV/radio, and PR/other—and methods used within each, from social networking to mobile/wireless marketing.
“Advertisers are directing dollars toward the channels which generate the most qualified leads and most effective branding,” said Chuck Richard, Vice President and Lead Analyst, Outsell.
“As they emerge from the recession, they need more accountability, and they’re spreading their spending over a widening set of options.”
Among findings contained in the report is that methods generating the highest B2B ROI are topped by advertisers’ own websites, followed by conferences, exhibitions and trade shows; direct mail; search engine keywords; and e-marketing/e-newsletters.
Print magazine advertising will be up 1.9 percent to £6.3 billion ($9.4 billion) despite the popularity of online channels.
The report also found B2B advertisers see cross-media marketing as most effective; 78% combine three or more major marketing methods.
In addition, 51 percent of B2B marketers rate Facebook as extremely or somewhat effective, followed by LinkedIn (45 percent), Twitter (35 percent) and MySpace (25 percent).
Outsell surveyed more than 1,000 US advertisers in December 2009.
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