Spending on online advertising and marketing will surpass print in 2010 for the first time, according to a new report from Outsell.
Companies will spend $119.6 billion on online and digital strategies, from search engine keywords to webinars, while committing $111.5 billion to print such as newspapers and magazine ads. Overall, U.S. spending on advertising and marketing will increase in 2010, but only by 1.2 percent to $368 billion.
Outsell forecasts spending, share, and growth for five media categories including online, events, print, TV/radio and PR/other.
"Advertisers are directing dollars toward the channels which generate the most qualified leads and most effective branding," said Chuck Richard, Vice President and Lead Analyst, Outsell.
"As they emerge from the recession, they need more accountability, and they're spreading their spending over a widening set of options."
Print magazine advertising will be up 1.9 percent to $9.4 billion even with the popularity of online channels.
Other key findings include:
*51 percent if B2B marketers rate Facebook as extremely or somewhat effective, followed by LinkedIn (45%), Twitter (35%) and MySpace (25%).
*B2B advertisers see cross-media marketing as most effective; 78% combine three or more major marketing methods.
*Methods creating the highest B2B ROI are topped by advertisers' own websites, followed by conferences, exhibitions and trade shows: direct mail; search engine keywords; and e-marketing/e-newsletters.