Online marketing outperforming other media

Spending on internet marketing campaigns is predicted to grow while other media are to see a decrease in revenue over 2007, a report has predicted.

Research conducted by information provider Outsell has revealed that traditional advertising avenues such as print and television are likely to see about 3.5 per cent less spending than in 2006.

Conversely, online campaigns are predicted to receive up to 18 per cent more over the course of the year.

Writing for advertising weblog Marketing Pilgrim, industry analyst Jordan McCollum noted that if the changes are realised, online campaigns will hold a 20 per cent share of the promotional sector.

This, he said, should come as no surprise: "There's a definite shift in the advertising world, but it's a continuation of the trend from last year."

He added that, as in 2006, subsequent changes are likely to take place on a gradual basis.

Meanwhile, 49 per cent of advertisers claimed concerns about click fraud have caused them to cut spending on click-related campaigns, or that they plan to do so in the near future, an increase of 12 per cent since spring 2006.

Back 07.02.2007.