Online advertising displaces traditional media
Internet Marketing
20 September 2007
Online advertising is steadily displacing market share from traditional media platforms such as newspaper, according to new research
The data from research firm Jack Myers reveals that online advertising in the US is set to grow by 24 per cent in 2008 to $20.7 billion, securing an 8.4 per cent share of the total advertising market.
Meanwhile, the firm forecasts a 2.4 per cent decline in newspaper advertising spend.
The following year, 2009, internet advertising will expand by a further 28.5 per cent to $26.6 billion, taking a 10.5 per cent share of the market. Newspaper advertising will drop by 4.5 per cent and its market share will fall from 18.1 per cent to 16.8 per cent.
Other sectors likely to experience negative growth, according to the report, include broadcast network television, local and national spot TV and terrestrial radio.
Myers Publishing president Jack Myers said: "Reports from other forecasters suggesting the US ad industry may be entering a recessionary period are grossly misleading because they focus exclusively on traditional media such as television, newspapers and radio and fail to pick up on the shift of marketers' budgets to untracked categories."
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