Overall online spending will continue to increase throughout the first half of the next decade, muscling out newspapers by 2015, according to three major company predictions.
Magna Global, GroupM, and Zenith all say online spending will continue to increase (along with TV), while other ad categories will either remain flat or decline. By 2012, Zenith expects the internet to take 16.2 percent of all ad spending, paidContent reports.
Currently, newspapers and television have the most spending, but by 2015, online will overtake newspapers to become the second-largest ad medium. According to Zenith, "the rapid and clear returns offered by internet advertising are more attractive than the longer-term brand-building benefits offered by other media." The paid search model seems to be on the fast-track, as spending increased 15 percent in that sector this year. Display only rose 6 percent in 2009.
GroupM expects U.S. internet ad spending to remain weak, while Southeast Asian and South American countries lead the recovery. Magna believes internet ad spending will increase 6 percent next year.
