Ad Dollars Continue to Shift to Digital
eMarketer is reporting on a Duke University survey that says marketers are continuing to move their money toward digital and away from traditional media. "As recently as August 2011, marketers expected traditional ad spending to increase incrementally over the following year. But by February 2012 they began to project that traditional ad budgets would shrink, and in February 2013 the expected size of that decline over the next 12 months reached 2.7%."
The study also says digital investment will continue and that comes at the expense of traditional media. "The increase in digital ad spending was projected to be most dramatic in the business-to-consumer (B2C) product category, which was expected to se a 14.6% bump over the 12 months following February 2013. B2C and business-to-business (B2B) services were forecast to see similar increases in digital ad spending." eMarketer also predicts growth in digital ad spending in the US, with budgets totaling $42.5 billion in 2013 and increasing to $60.4 billion in 2017.
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