Digital media spending to surpass previously reported benchmarks in 2012
For a B2B marketing professional, having a search engine optimization (SEO) campaign is more essential today than ever for innovative lead generation solutions. The way companies build their reputations and cultivate loyal followers has changed with the emergence of internet marketing, and it’s important to consider the enormous growth predicted in the coming years.
Global measured digital media spend, which was previously expected to grow 16 percent in 2012, will now surpass that mark and increase 18 percent on the year. This uptick represents a 20 percent share of total advertising spend, according to new data from GroupM’s revised ad spending forecast in their biannual “This Year, Next Year” report. What’s more, the report also expects an additional 16 percent increase in digital ad spend in 2013.
“Internet advertising is growing in every country, so powerful is its structural and evolutionary development,” said GroupM Future Director Adam Smith.
GroupM predicts that advertising investment in measured media will grow 3.6 percent in 2012, increasing to $152.5 billion. While this is down from the 4 percent growth predicted in past reports, it still represents a significant amount of ad spend for such emerging practices.
Creative directors would be wise to develop online marketing campaigns in the coming months, as the bulk of impressions made may soon come from internet advertisements.