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US online ad spend to surpass print for first time
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Online ad spend is set to surpass print in the US for the first time this year, according to new stats from eMarketer, as advertisers continue to mimic the shift in consumer behaviour to digital. The research firm claims that total online ad spend came in at USD32.03bn in 2011, a 23% rise year on year, with that figure set to grow a further 23% this year to hit USD39.5bn. Contrastingly, US newspaper and magazine ad spend will endure a 6.1% year-on-year drop in 2012 to settle on USD36bn. The stats represent a coming of age for the online advertising market, which has long been gaining on more traditional methods.
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