ISSN 2330-717X

Online Advertising Is The Only One Increasing

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By Clemente Ferrer

Due to the latest innovations and inventions of the digital market, emerging technologies such as the so called ‘smart phones’ have gained worldwide popularity.

If the mobile phone revolution has already begun, up till what point will it transform the emerging online news media market?

More and more, users are increasingly turning to digital technology to become informed. Is digital information rapidly growing in popularity?

The advertising industry is the mayor determining factor in producing these rapid changes, since online actions and investments are increasing. Conventional means are under alert and risk not surviving this change, not to mention that Internet advertising will continue to grow in the United States within the next years. It is estimated that for 2015, online ads will grow 25.6%, while TV ads will be stalled at 40%.

In 2010, online advertising investments grew 10%. This kind of growth is projected to continue. According to an eMarketer study, this growth could reach an annual 10% up until 2014.

Online newspaper audiences do not stop growing in number. Online advertising invoices will jump from the 16,100 million of 2009 to 31,500 million by 2015. This Internet increase could negatively affect traditional press, which will suffer a decrease in quotas from the 14.9% of 2010 to 11.4% within the next few years. According to eMarketer’s Director Geoff Ramsey, it is estimated that TV advertising has been regressing to its pre-recession levels. He further explains that even though Internet ads have been gaining momentum, TV advertising is still a big part of companies’ ad budgets.

As a final remark, those who may benefit the most from online advertising investments will be digital newspapers due to the freshness and exclusiveness of their content.

(Translated by Gianna A. Sanchez Moretti)

Author and journalist Clemente Ferrer has led a distinguished career in Spain in the fields of publicity and press relations. He is currently President of the European Institute of Marketing. [email protected]

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