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Online Advertising to Pass Print Ad Spend
05/19/2008 - By Veronis Suhler Stevenson Online Super Highway vs. Dirt Road
Online advertising to pass print ad spend
A new report from private equity firm Veronis Suhler Stevenson predicts that Internet ad spend will surpass print ad spend by 2011. Over the next four years, Internet advertising will grow at an average rate of 21%, reaching a total of $61.98 billion in 2011, whereas print advertising will continue to grow slowly, topping off at $60 billion in 2011.Furthermore, the study found that consumer time spent on media fell 0.5% whereas time spend consuming media on the job jumped 3.2%.This is only logical: people spend less and less time with traditional media, reading long newspaper articles and watching long programs on television. Their use is shifting towards digital platforms, where they read shorter articles or watch short video clips.On the other hand, time spent in the office is increasingly time spent online. People are searching for information, and the easiest way to do this is via the Internet.
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