Digital Captures One-Third of Total Marketing Investments
Contrary to popular perceptions and inaccurate trade reports, digital expenditures are several years away from equaling investments in legacy/linear media and marketing support. Digital represents just over one-quarter of total marketing investments and slightly more than one-third of advertising investments. In 2010, digital captured 6.8% of total marketing investments and 10.7% of advertising expenditures, and today represents $155.6 billion compared to $40 billion in 2010. Legacy/Linear media and marketing is projected to generate $409.8 billion in total 2017 investments, compared to $540.6 billion in 2010. Total marketing investments have declined from $580 billion in 2010 to $565.4 billion in 2017, primarily reflecting the increased commoditization of the industry and the efficiency of deploying digital search and social media for achieving traditional shopper marketing and below-the-line sales objectives.
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