How Marketers Will Invest Their Digital Advertising Budgets: 2010-2020

By The Myers Report Archives
Cover image for  article: How Marketers Will Invest Their Digital Advertising Budgets: 2010-2020

How will marketers invest their digital marketing and advertising budgets over the next decade? Of the $46.6 billion being invested this year by marketers in digital media, legacy media companies are capturing 20% -- $9.2 billion. By 2020, total digital marketing and advertising investments will increase to more than $300 billion. Legacy media will capture only 13%, but that still represents more than 300% growth to $39 billion.

Full details are available to subscribers at JackMyers.com Economic Data

Jack Myers Media Business Report Forecast  
MARKETERS’ DIGITAL MEDIA INVESTMENTS 2010-2020
Share of Total Digital Marketing Investments  
     
Marketing Category 2010 2020
     
Digital Originated Media/Marketing 45.7% 46.2%
Digital Promotion/E-mail 34.5% 40.8%
Legacy Media – Digital 19.7% 13.0%
SOURCE: Jack Myers Media Business Report 2011   
     

SOURCE: Jack Myers Media Business Report Media & Marketing Investment Forecast December 2010.
Source details available here.

The detailed annual 2010-2020 forecasts for 55 media and marketing categories are available to subscribers at www.jackmyers.com. Subscribers have passcode access. If you require your User ID and/or password, contact maryann@jackmyers.com.

In 2010, 46% of marketers' digital investments is being targeted to digital originated media, including search, social media, display and video ads, and mobile. The remaining one-third is being invested in e-mail marketing, consumer sales promotion (Groupon, Living Social, etc.), and website development and management. For the next decade, the lion's share of digital marketing growth will accrue to promotional investments and social media, which Myers forecasts will increase from $1.2 billion in 2010 to nearly $50 billion in 2020. Although Facebook and Twitter are positioned to capture a sizable chunk of social marketing investments, legacy media companies such as Viacom, Disney, CBS, Hearst Magazines and Clear Channel Radio could also step up their social engagement efforts and benefit from marketers' growing commitments to social media and digital coupon distribution.

Jack Myers Media Business Report Forecast   
MARKETERS’ DIGITAL MEDIA INVESTMENTS 2010-2020 
Digital Marketing Investment Growth   
     
Marketing Category2010201120122010 vs. 2020
    Avg. Annual Growth
Digital Originated Media/Marketing$21,29815.8%21.8%20.7%
Digital Promotion/E-mail$16,08714.4%21.7%22.9%
Legacy Media – Digital $9,18717.5%22.5%15.7%
SOURCE: Jack Myers Media Business Report 2011    
     

 

 

Jack Myers Media Business Report Forecast  
MARKETERS’ DIGITAL MEDIA INVESTMENTS 2010-2020
Distribution of Legacy Media Digital Advertising Investments
     
Media Category 2010 2020
     
Newspaper Advertising 32.2% 24.7%
Local & National Spot Broadcast TV 7.1 4.5
Cable/Satellite Network TV 7.4 16.4
Broadcast Network TV 8.2 19.4
Consumer Magazines 10.6 14.1
Terrestrial Radio 5.4 4.5
Cinema 0.0 0.0
Yellow Pages 23.2 8.6
Business-to-Business Magazines 3.9 2.9
Local/Regional Cable TV 1.2 4.0
Broadcast Syndication TV 0.8 1.0
SOURCE: Jack Myers Media Business Report 2011   
     

SOURCE: Jack Myers Media Business Report Media & Marketing Investment Forecast December 2010.
Source details available here.

The detailed annual 2010-2020 forecasts for 55 media and marketing categories are available to subscribers at www.jackmyers.com. Subscribers have passcode access. If you require your User ID and/or password, contact maryann@jackmyers.com.

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