Thursday, March 14, 2013

Traditional Media Ad Spend Dips Lower

More Dollars Shift to Digital

The shift from traditional media ad spending to digital continues unabated. That’s according to a Duke University Fuqua School of Business survey of US marketers commissioned by the American Marketing Association (AMA) and conducted in February 2013.

A story by eMarketer.com reports as recently as August 2011, marketers expected traditional ad spending to increase incrementally over the following year. But by February 2012 they began to project that traditional ad budgets would shrink, and in February 2013 the expected size of that decline over the next 12 months reached 2.7%.


Meanwhile, digital marketing investment will expand at the expense of traditional spend. The increase in digital ad spending was projected to be most dramatic in the business-to-consumer (B2C) product category, which was expected to se a 14.6% bump over the 12 months following February 2013. B2C and business-to-business (B2B) services were forecast to see similar increases in digital ad spending.

B2C services were estimated to experience the greatest drop in traditional media ad spending, falling 5.4% over the next year.

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