Free Webcast: How To Create Killer Marketing Content – Learn More ›
Popular Today in Business: All Popular Articles

2012 Marketing Spending Will Be Higher For Online Ads Than Print

Online Marketing

Ever since its creation, online marketing has been competing with the traditional nuances of print advertising.  However, 2012 is expected to be the year that marketers spend more on online advertising than print.  This would be the first year that online marketing spend is greater than print advertising, such as magazines and  newspapers.

2012 Marketing Spending Will Be Higher For Online Ads Than Print image emarketer graph

According to a recent study from eMarketer, online advertising is expected to generate $39.5 billion in sales this year (a 23.3% increase from 2011), while spend on print is expected to reach only $33.8 billion.  Research projects online ad revenues to continue growing and is expected to reach $62 billion by 2016.

2012 Marketing Spending Will Be Higher For Online Ads Than Print image print vs online

U.S. online ad spending ($39.5 billion) is expected to continue rapid growth and exceed spend on print magazines and newspapers ($33.8 billion) for the first time in 2012.  As online advertising spend increases, the total spent on print is expected to decrease.  Marketers are expected to spend less ($32.3 billion) on print advertising in 2016, which is 10% less than what they spent in 2011.

Related Resources from B2C
» Free Webcast: Strategic Thinking: Social Media + Social Business Strategy

2012 Marketing Spending Will Be Higher For Online Ads Than Print image emarketer graph 3

U.S. marketers are expected to spend $72 billion in TV advertising in 2016, which is an 18.6% increase from 2011.  TV advertising seems to be unaffected by the rise of spend on internet advertising, continuing to rise higher than online.  While online ad spending is expected to reach $62 billion in 2016, TV ad spending is projected to reach $72 billion in 2016, which is $10 billion more than online spend.

Overall, total media ad spending is expected to grow 6.7% to $169.5 billion in 2012 and reach nearly $200 billion by 2016.  Online advertising is a major part of their growth, representing 1/3 of total media ad spendingOnline advertising can be achieved a multitude of ways, such as e-mail marketing, public relations, social media, blogging and website optimization.

Comments on this Article: 1

Add a Comment
  1. rob says:

    break this down for me. i stink at math. what are companies spending for print/online/tv/radio as a percentage of total ad spend?

    example: 2012 proctor and gamble will spend $100 with 20%print 20%online 50%tv and 10%radio.

Add a Comment:


Thank you for adding to the conversation!

Our comments are moderated. Your comment may not appear immediately.