Online Ad Adoption a Little Slower Than Previously Thought
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Written By Reprise Media | October 12, 2005 | Share This
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Although much has been said (and SearchViews has said some of it) about the shift of ad dollars away from traditional media and toward online advertising, a new study by Banc of America says that the shift is happening slower than many in the industry currently believe.
Researchers took a look at 48 national advertisers, all of which spent over $1 billion on newspaper advertising per year in the following eight ad categories: automotive, retail, telecom/Internet, financial services, general services, entertainment, travel, and media.
While more than a third of ad dollars are moving from newspapers to the Internet, online saw an increase in only 3 out of 8 categories. Telecom represented the largest shift, with entertainment standing out as the sole category where newspapers saw a gain.
Read the rest here in Editor & Publisher.
Topics: Media Convergence |