Forecast: Online Will Take More Ad Dollars Than Newspapers By 2015
From Zenith’s forecast: “The downturn has accelerated the structural shift of budgets from traditional media to the internet; in a time when marketing departments have to justify every dollar they spend, the rapid and clear returns offered by internet advertising are more attractive than the longer-term brand-building benefits offered by other media.”
But online’s growth is thanks more to the continuing success of the paid search model, which attracted 15 percent more money this year and is forecast for the same growth in the next three years, taking 53 percent of all internet spend. Display advertising online grew just six percent this year and classifieds just two percent.
