IDC, the premier global market intelligence firm. forecasts that current economic conditions will accelerate the transfer of marketing budgets from traditional to new media.
Internet advertising will grow about eight times as fast as advertising at large between 2008 and 2012, according to the analyst firm, while revenue will double to $51.1bn.
This growth means that the internet will go from the number five to the number two medium in just five years, making it bigger than newspapers, cable TV and broadcast TV and second only to direct marketing.
A study by eMarketer predicts that online ad spending in Latin America will grow between 6% and 9% annually between 2010 and 2014.
According to the study, Latin America was the region which showed more strength against the recession, registering an online advertising growth of 13.3% in 2009 reaching $ 1,700 million. According to eMarketer, this trend will continue and reach $ 4,000 million in 2014.
Advertising expenditure is abandoning traditional media, especially print newspapers and magazines, and instead turning to digital media, where results are concrete and objective, and where there is a superior return on investment.
A report published by eMarketer gives clear conclusions: The share of digital media in the advertising pie is growing at the expense of print media, in line with changes in the patterns of consumer behaviour change, which are not being reported in mainstream media, people are spending more time in front of screens connected to the Internet, where they enjoy more and better information, and interact with advertisers.
And is likely to continue to do so in the foreseeable future, because of all advertising mediums the Internet can offer companies more ROI.
It is perhaps this reason that has enabled business search engines to prosper in these turbulent times as the simplicity of the directories actually works with minimal cost to the business advertising.
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