Mobile marketing: digital ad spend to surpass print in 2010 for first time

Publicado el 30 de Abril, 2010 por: buongiorno

For the first time ever, advertisers will spend more on digital than print, according to a new study by Outsell.

The data, collected in December 2009, quantifies how advertisers have planned their 2010 spending coming out of the major 2008-2009 global economic crisis.

It shows that for the first time, advertisers plan to spend more on digital and online marketing and advertising, than on print. Outsell tracks and reveals a comprehensive 360-degree of the measurement of both marketing and advertising spending.

Of the $368 billion marketers will spend this year, 32.5% will go toward digital, 30.3% will go towards print. Outsell vice president Chuck Richard gives the example of the Sports Illustrated swimsuit iPhone app which was the 33rd-highest-grossing mobile app in the iPhone store — 32,000 people paid $2 to download the app, netting $64k. However, one page of advertising in the issue makes $135,000.

The Outsell study collected data from 1,008 US advertisers in both consumer and B2B, in December 2009. Over the past year, there was a lot of excitement and experimentation in mobile marketing and advertising, and likely advertisers had unrealistic expectations in ROI in a still young smartphone market.

In the year to come, mobile advertising spend will likely go up. Mobile is more than phones, and in the coming years we’ll see mobile-connected devices become more popular in the mainstream. Tablets, netbooks, portable network-connected gaming devices  will allow the rise in digital ad spending to leak into mobile and grow mobile ad spend in the next decade.

 

Source. Mobile Marketing Watch and outsellinc.com



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