A study by Outsell, to be released Monday, reveals that U.S. advertisers are spending more this year on digital media than on print. Long predicted, this Madison Avenue milestone has finally arrived thanks to a 9.6% boom in digital advertising in 2010.
That number comes from Outsell’s annual advertising and marketing study, which collected data from 1,008 U.S. advertisers (both consumer and B2B) in December 2009. Of the $368 billion marketers plan to spend this year, 32.5% will go toward digital; 30.3% to print. Digital spending includes e-mail, video advertising, display ads and search marketing. “It’s a watershed moment,” says the study’s lead author, Outsell vice president Chuck Richard.
