Splitting the Spend

global ad spending i SPLITTING but online opportunities are changing the game TELEVISION $190 television still dominates BILLION the SPEND NEWSPAPERS $93 BILLION media agencies and the online dollar. MAGAZINES Altogether, the global ad spend is expected to be up 4.2% in 2011. $43 BILLION OUTDOOR $31 Source: Zenithoptimedia, April 2011. RADIO The U.S. share is an $33 BILLION estimated $151 billion. Source: Zenithoptimedia, April 2011. BILLION INTERNET ON THE RISE U.S. online ad revenues were $26 billion in 2010, up from $22.7 billion in 2009. 260 23.5 212 22.7 Digital services accounted for 28% of revenue for 800 agencies surveyed, up from 25.8% in 2009. 16.9 And online ad spending is anticipated to be $28.5 billion in 2011. 12.5 AGENCY REVENUE However, 60% of that is from Source: Ad Age Agency Report 2011 digital-specialty agencies. Already, online revenue for 2011 Q1 was up 23% from the previous year, for the highest Q1 ever. Self-identified "advanced"companies are more likely to use boutique social media agencies in lieu of traditional agencies for social business. Source: May 2011 IAB Revenue Report, April 2011 eMarketer report 35% use traditional agencies 59% use boutique agencies of online spending will be used to 10% advertise on social networking sites. Source: February 2011 Altimeter Group report Source: April 2011 eMarketer report case study In 2010, Coca-Cola cut its overall ad spend by 6.6% and invested ONLINE SPENDING BREAKDOWN Nearly half of online ad revenue in 2010 came from search, with display growing. 46% SEARCH 24% DISPLAY more in social media. Representing 10%, classifieds are decreasing. Source: The Grocer Top 100 report The rest went to rich media (6%), lead generation (5%), Source: IAB Revenue Report digital video (5%), sponsorship (3%) and email (1%). VIDEO 45% of Americans see video ads online, for a total of more than 1.7 billion minutes in January alone. AD PROPERTIES case study Google Ad Network leads online ad property rankings, with 93.1% reach in January 3 of the Top 10 most-shared YouTube videos in February 2011 originated including No. 1 (vW:The Force) and No. 2 (Chrysler's Made in Detroit featuring Eminem). of Americans who use the internet. 26% 93.1% Google Ad Network 85.5% Yahool Network Plus Super Bowl ads, Hulu accounts for more | 85.0% AOL Advertising 84.5% Yahoo! Sites than a quarter of video ad views, with 1.1 billion of a total 4.3 billion 80.5% Google Source: Marketing Charts Data Box 2011 79.7% Tun Media Platform in January. Source: comScore 79.6% ValueClick Networks 78.0% 24/7 Real Media 73.7% AdBrite Though growing, Internet spending lags in proportion to how much time Americans spend online and with mobile. 72.3% Facebook Facebook made its first Top 10 ranking appearance with 72.3% reach. Advertisers spend 53 cents for every hour adults spend with newspapers, but only 12 cents for Internet and 1 cent for mobile. Source: combcore Meda Metrix Ad Focus Rankings for lanuary 2011 of social media users connect with 25% companies. Of that groups of users, 53¢ 12 1° Source: eMarketer ad spending study, March 2011 Source: May 2011 Edison Research and Arbitron report Mashable Infographics Created by @lisawaananen

Splitting the Spend

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Before the Internet, media agencies planned clients’ campaigns with a fairly straightforward menu of TV, radio, print and outdoor advertising options. These days, TV buys still take the largest piec...




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