For the first time in U.S.
history, marketers are projected to spend more on online advertising than on
advertising in print magazines and newspapers.
According to a study released
Thursday by eMarketer, online advertising is expected to generate $39.5 billion
in sales this year — a 23.3% increase from 2011 — compared to a spend of $33.8
billion on print.
Since 2011 there was a
23% jump in online ad spending, according to eMarketer’s calculations. Online
ad revenues should continue to grow over the next half-decade, albeit at a more
modest rate, as shown in the chart below. Total online ad investment is
projected to hit $62 billion by that time. Spending on TV promises to be
largely unaffected by growing online ad budgets, although the gap between the
two is set to narrow significantly. U.S. marketers are expected to spend $72
billion in TV advertising in 2016, up 18.6% from 2011.
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