Digital Ads to Trump Print in 2010

A forthcoming study from research firm Outsell shows that digital media ad revenues will exceed print-ad revenues for the first time ever in 2010, according to a Forbes.com report. Says Forbes’ Dirk Smillie:

That number comes from Outsell’s annual advertising and marketing study, which collected data from 1,008 U.S. advertisers (both consumer and B2B) in December 2009. Of the $368 billion marketers plan to spend this year, 32.5% will go toward digital; 30.3% to print. Digital spending includes e-mail, video advertising, display ads and search marketing.


Smillie also notes an unexpected uptick in magazine ad sales, which are set to grow 1.9% to $9.4 billion in 2010. Looks like advertising departments actually agree with the Magazine Publishers of America. The MPA is devoting hefty resources to its “Power of Print” campaign, which attempts to change the perception that the Internet has crowded out magazines in terms of influence and reader engagement.

Also of note: Despite the recent hype over mobile apps as a source of ad revenue, ad spending for mobile devices will actually drop in 2010.

(h/t Romenesko)