U.S. online ad spending to surpass print for first time in 2012
U.S. online advertising spending is expected to surpass print for the first time this year, according to a study released Thursday, Jan. 19, by eMarketer, reported AdAge, adding that this would "represent a watershed in the media business." Forbes noted that such a forecast means "digital remains the sole bright spot for newspapers and magazines," as print ad revenue dropped 9.3 percent to $20.7 billion in 2011, the report said.
The report also noted that total U.S. ad spending is expected to increase 6.7 percent to $169.5 billion in 2012, attributed to campaign ads and mobile advertising, said Mashable.
Meanwhile, mobile advertising on tablet computers is "outpacing and outperforming" the printed versions of the ads, reported the site Tab Times. Research from marketing company Affinity shows that iPad and tablet users have better product recall and are more likely to make a purchase after viewing an ad than those who viewed print ads.
Affinity managing director Tom Robinson told the Tab Times that he credited the tablet's interactivity: "Digital obviously offers more opportunities to respond with the interactivity, the links built in, the videos, and that is directly reflected in the fact that we're getting higher reader ad effectiveness scores on the digital side...The reality is that the consumer has changed and the way that the consumer interacts with media has changed. The magazines that will flourish and be successful down the road are obviously the ones that are delivering their content and advertising on multiple platforms."
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