Advertising and Promotion: Advertising Going Digital In A Big Way

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Expenditures on online advertising will surpass that in daily newspapers by early 2013, according to ZenithOptimedia's latest forecasts on global ad spend.

By 2015, advertising revenue on the internet will exceed the total turnover of newspaper and magazines. The study predicts online advertising will increase its share of the total ad market from 18 percent in 2012 to 23.4 percent in 2015, while the press will continue to lose 1 percent a year.

Overall, the global ad market is forecast to accelerate from 3.3 percent growth in 2012 to 4.1 percent in 2013 and 5.6 percent in 2015. Global ad expenditure will be worth some euro 385 billion( $518 B)  in 2013, with average growth of 8 percent in developing markets offset by just a 2 percent increase in mature markets, due mainly to the presently weak European market.

This trend, however, is expected to change pretty quickly once the economy gets back on track and more funds become readily available for advertising.

Internet advertising is supplying most of the growth in expenditure by medium, driven by rapid development in social media, blogs and online video. Internet advertising is forecast to grow by 14.6 percent in 2013, while traditional media grow by 1.7 percent.

You don't need to be an Einstein to figure out that it pays to advertise your products and services via the digital media. 

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