Digital Advertising Is Driving Growth of Traditional Media

Traditional advertising investments in television, print, radio and out-of-home are projected to grow only 1.8% but digital advertising investments in these media will grow by an estimated 28%, spurring total 3.6% growth in traditional media categories, according to Jack Myers Media Business Report's Media Vision 2020: Media, Advertising and Marketing Economic Health Report 2010-2020. The Report projects total 2010 U.S. marketing communications and advertising investments will grow 3.2% to $601.5 billion. The full report is available to Jack Myers subscribers. The newly recalibrated data includes 57 media and marketing categories and, for the first time in any advertising analysis, breaks down digital and traditional investments for 14 traditional media and marketing categories.

Consumer print magazine advertising is projected to increase 1.0%, but magazine publishers' digital advertising is estimated to increase 8.5% to nearly one billion dollars, driving magazine publishers' combined growth to 1.4%.

The new Myers Report includes detailed data on advertiser investments in Online Originated Display Advertising, Online Originated Video Content & Advertising, Mobile & Apps Advertising, Satellite/Internet Radio Advertising, Interactive/VOD/Addressable TV Advertising, Point-of-Influence/GPS Advertising, Videogame Advertising, Social Media/Word-of-Mouth/Conversational Marketing, Offline Public Relations, Branded Entertainment/Product Placement, Search Marketing (Online/Mobile), Experiential/Event Marketing, Cinema Advertising and Out-of-Home/Place-Based Advertising.

The report eliminates the traditional barriers between above and below-the-line marketing budgets. Marketers are integrating their budget allocations to reflect the increasing cross-over between their marketing and sales functions, which have historically been separated. This trend is especially apparent in social media, which is growing 50% to $1.2 billion in 2010. (Most Facebook advertising is accounted for within the new Online Originated Display Advertising category, is which increasing 9.2%.)

In early December, Jack Myers Media Business Report will release forecasts for 2011 and 2012, with long-term forecasts for both traditional and digital investments through 2020. While the data has been aggregated from multiple sources, the digital spending estimates for traditional media are based on primary research and input from industry experts. Since this is the first effort to develop such detailed insights, readers are encouraged to share insights and comments on the accuracy of this data.

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