Political candidates often ask what percentage of their advertising budget should be allocated to the internet. I have always been a believer in (generally) following the lead of consumer targeted advertising, but unfortunately political campaigns seem to always be a few years behind the curve. Well, here's your warning for 2010:
From ClickZ
Web Will Account for 15 Percent of Total Ad Spend in 2010
Despite continued sluggishness in the display ad market, Internet advertising will increase its share of overall ad spending to 15 percent next year, for a total of almost $65 billion globally, according to a new forecast from GroupM.
Unlike earlier this decade, when spending on display ads drove much of the growth in the digital market, increases today are being driven by investments in search and mobile advertising, according to the forecast, which was released Monday.
Spending on search will rise by 12 percent globally in 2010 for a total of $25 billion, the report said, while global display ad spending will increase just 5 percent. In the U.S., display ad spending will decrease slightly, from 35 percent of the total to 34 percent. Display ads accounted for 39 percent of total US ad spending in 2006.
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