Web to surpass TV, newspapers in ad revenue
Cory Bergman August 7th, 2007
Calling it a “watershed moment,” the annual Veronis Suhler Stevenson study predicts that online advertising will surpass TV and newspapers by 2011. The study also concludes that Americans this year will spend more time online than reading newspapers (yet advertisers still spend more on newspapers, but not for long). And for the first time in a decade, the study says consumers spent less time with media than the previous year. One theory is as people spend more time consuming digital media than traditional media, they’re consuming more on-demand and short-format content, which “net net” results in less time spent consuming media overall. Or, perhaps it’s just a blip. 
3 Comments Add your own
1. David Johnson | August 8th, 2007 at 6:40 am
yeah, it’s a fad.
2. David Johnson | August 8th, 2007 at 7:12 am
seriously though, this could be a very valuable piece of research for anyone developing strategic plans. now that there’s a date to plan around and some research to back the trends, we can plan around the data.
3. Steve Safran | August 8th, 2007 at 9:16 am
Ah - but here is my question…
Will media buyers catch on to all of this at the local level? Or will they continue to play it safe and make The Big Buys at the mostly-national level.
Right now there is, indeed, a record amount of money being spent in online advertising. But the media buyers are so unimaginative about it. They are still making 1.0 buys - the biggest audience gets the money. They are not considering niche buys, and this is where Google is starting to eat their lunch.
Media buyers are, after all, middle-men. If they do not start adding value to the process at the local online level, the merchants will simply migrate all - ALL - of their ad money to automated processes, leaving those without these mechanisms in the cold.
Leave a Comment
(Please keep URLs out of the comment body or the spam filter will block you.)Subscribe to the comments via RSS Feed