By Angie Argabrite, Tuesday, March 20, 2012, at 9:01 am.
Online ad spending in Russia swelled by 56 percent in 2011—meaning that officially, but just barely, it surpassed print advertising spending. The U.S. is also set to hit that advertising milestone this year; in 2012 American advertisers will allot an estimated $39.5 billion to online campaigns (compared with $32.03 billion last year). Who’s pocketing these riches? Facebook and Google, mostly; the Internet behemoths are now the U.S. leaders for display-ad revenue. Print advertising remains the foremost revenue source for magazines and newspapers, but it shouldn’t be surprising that a new study finds that in order to survive, newspapers need a culture change around the importance of online advertising. Concerns about the visibility (or lack thereof) of online ads was recently addressed with a look at online ad campaigns for brands like Kraft Foods, Ford and Sprint to determine which of their ads are actually “in view,” meaning 50 percent of the ad is visible for at least one second. The unfortunate finding: Thirty-one percent of the 1.7 billion ad impressions went unseen. Further questions are raised about online advertising in a new infographic that compares U.S. ad dollars spent with the amount of time consumers devote to each media—it points toward mobile advertising as the most promising of all the sectors. And then there’s this: For all the dollars flowing into digital ads, TV spots still rake in the vast majority of revenue. In Russia, TV ad spending is three times the amount of online ad dollars, and TV ads still dominate in the States, too. Thanks to the elections and the Summer Olympics, ad spending in general is up 6.7 percent this year. The bottom line? The time is right to advertise, if you can decide which sector will make the most of your investment.
This entry was posted on Tuesday, March 20th, 2012 at 9:01 am. It is filed under Advertising, Brainsnacks, Media, Social Media, Technology, Trends and tagged with Advertising, advertising trends, american association of advertising agencies, association of national advertisers, digital ads, Facebook, Google, in-view advertising, infographic, online ad spending, online ads, print advertising, Russia, social media advertising, television advertising, the interactive advertising bureau, United States. You can follow any responses to this entry through the RSS 2.0 feed.
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