Interactive media will represent nearly one of every five dollars spent by marketers on media in the U.S. next year, according to estimates released Wednesday by WPP's GroupM unit, the largest buyer of media in the world. The agency holding company's new global ad spending forecast predicts interactive media, primarily online, will represent 17% of the U.S. advertising marketplace in 2010, up from 15.4% in 2009.
That makes interactive the third largest medium in the U.S., behind television's 44.2% share, and magazine's 18.4% share of 2010 advertising budgets. According to GroupM's estimates, interactive media will overtake newspaper's U.S. advertising share this year. Newspapers, which had a 14.8% share of U.S. ad spending in 2008, will fall to a 13.6% share this year, and a 12.4% share next year. Interactive media had a 13.9% share in 2008.
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