Just because Google is testing the waters of print adverts in the United States doesn’t necessarily mean there’s going to be a resurgence of print advertising in the future. In fact, total spending on print advertising is projected to continue it’s downward spiral in 2012.
According to people who understand the marketing market, the decline in print ad spending in the U.S. is expected to fall $33.8 billion this year while the amount of money funneled into online advertising is expected to seesaw upwards to $39.5 billion. Online adverting spending already grew 23% in 2011 and this year’s speculation would see an additional growth of 23.3%. Actually, barring any paper robot revolution, print ads are looking to remain static from here on out.
If bar graphs aren’t your thing, eMarketer explains:
“Advertisers’ comfort level with integrated marketing is greater than ever, and this is helping more advertisers—and more large brands—put a greater share of dollars online,” said David Hallerman, eMarketer principal analyst.
The growing amount of time consumers spend with digital platforms and advertisers’ view of the internet as a more measurable medium—especially as the soft economy forces businesses to be more accountable with their ad dollars—are both significant contributors to digital’s growing footprint, Hallerman added.
TV advertising spending, however, forecasts sunnier skies if you’re looking to sell some ads. eMarketer estimates that spending on TV advertising is expected to grow 6.8% this year and will continue to generate growth over the next few years.
One reason eMarketer states that TV advertising will continue to grow is “a result of the rapid rise of digital advertising and brands’ continued confidence in television advertising, despite increasingly fragmented viewership and the soft economy.” Duh. The television market will always be a fertile ground to plant ads because people will never stop watching television. Hasn’t anybody ever seen Wall-E?
