Jan 25 2012
Basis Team

US Online Ad Spend and the Cross Platform Bump

  • According to eMarketer, U.S. online spending will grow 23.3% to $39.5 billion in 2012. Additionally, it will exceed total spend for print magazines and newspapers for the first time. Meanwhile, TV ad spending is expected to grow, albeit at a slower pace, alongside online growth. According to David Hallerman, eMarketer principal analyst, “advertisers’ comfort level with integrated marketing is greater than ever, and this is helping more advertisers—and more large brands—put a greater share of dollars online. This further emphasizes today’s marketing mindset. It’s not about IF digital should be integrated into the media mix; it’s more about how to successfully maximize it with other channels. Read More: US Online Ad Spend to Close in on $40 Billion and Online Ad Spending to Surpass Print for First Time in 2012 [STUDY]
  • How can TV marketers broaden their reach? Again, it’s all about integration. A recent Nielsen study confirms the powerful impact of TV and online synergy; local TV stations gained substantial reach from their corresponding online sites. Additionally, the sites connected with a different audience, particularly among the 18-34 demographic. Marketers should focus on devising strategic and targeted plans that maximize their overall potential. Digital is necessary and essential. Read More: Cross-platform Bump: Local TV Gains Reach Online