The Future of Print

Promotional Dollars Continue Shift To Digital 04/05/2010

Posted in Doom by futureofprint on April 5, 2010

Consulting and research group Outsell surveyed over 1,000 advertisers and marketers in December. The company found that $119.6 billion, or 32.5% of the planned 2010 U.S. ad spending of $368 billion, is destined for digital media. The 30.3% going to print advertising is lower by more than $8 billion.Granted, these are only predictions — but this tipping point has been predicted for some time. It is now a matter of when, not if. Even in the tough economic climate, digital remains the one area of aggressive budgetary increases.

Econsultancy and ExactTarget recently released Marketing Budgets 2010: Effectiveness, Measurements and Allocation Report. While only 46% of the surveyed 1,000 marketers planned to increase their overall budgets, 66% were upping digital spending. This relationship held on the decreasing end, too: 13% were cutting overall budgets, but only 4% said they planned to curtail digital spending.

The money is apparently not just going online, it is staying there.

via MediaPost Publications Promotional Dollars Continue Shift To Digital 04/05/2010.


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