2012 Forecast for Digital Advertising & Marketing Investments in 20 Categories

By The Myers Report Archives
Cover image for  article: 2012 Forecast for Digital Advertising & Marketing Investments in 20 Categories

Digital advertising and marketing budgets will grow 21.2% in 2012 according to a new report being released next week by Jack Myers Media Business Report. Still, even with these substantial year-over-year increases, total digital marketing investments represent only 8.6% of marketers' total communications investments, up from 7.2% in 2011. For some traditional media categories, digital pennies have evolved into digital dollars, especially broadcast network television, where a 50% increase in digital revenues is forecast to generate $1.7 billion in incremental revenues. Consumer magazines, which are forecast to decline 2.5% in print ad revenues in 2012, amounting to a loss of $385 million, will recoup nearly all of that in digital revenues, resulting in a net forecasted loss of only 0.2% for the year. Newspaper digital revenues are forecast to increase 16.5% in 2012 for a gain of more than $500 million over 2011, but these incremental revenues will not offset more than $1.3 billion in lost print revenues forecast for the year.

Marketers will spend $3 billion less this year on Consumer Sales Promotion and printed coupons through companies such as News Corp's News America and Valassis, and will shift only $440 million of those budgets into the digital coffers of these traditional companies.

Next week, I will issue my full detailed 2012 forecast for 62 advertising and marketing categories. Below is the summary of digital investment increases for each media and marketing category.

        
 Jack Myers Media Business Report 
 Media/Marketing Economic Data & Forecast 2011-2012 
 DIGITAL MARKETING AND ADVERTISING INVESTMENTS 
        
 Category2011 $ 2012 $ % Change 
  (000,000) (000,000)   
 Search Marketing 14,622 16,377 12.0 
 Online Originated Text Display6,290 7,233 15.0 
 E-mail3,160 3,602 14.0 
 Consumer Sales Promotion2,361 3,541 50.0 
 Newspapers3,386 3,944 16.5 
 Yellow Pages2,132 2,196 3.0 
 Social Mktg/WOM/Conver.1,680 2,688 60.0 
 Videogame/Virtual1,295 1,813 40.0 
 Mobile & Apps1,279 1,689 32.0 
 Consumer Magazines1,170 1,522 30.0 
 Broadcast Network TV1,126 1,688 50.0 
 Cable Network TV797 976 22.5 
 Terrestrial Radio761 1,005 32.0 
 Local/National Spot TV741 852 15.0 
 Online Originated Video525 920 75.0 
 B-to-B Magazines432 540 25.0 
 Custom Site Development389 482 22.9 
 Local/Regional Cable TV120 144 20.0 
 Broadcast Syndication88 106 20.0 
 Interactive/VOD/Addressable70 119 70.0 
 TOTAL$42,424 $51,437 21.2% 
 Source: Jack Myers Media Business Report© copyright 2012 
        
        

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