Global online ad spending will overtake newspaper expenditures next year and will exceed the combined total of newspapers and magazines in 2015.
TV ads were the No. 2 reason consumers turned to their mobile devices for actions such as brand searches, app downloads or visiting brand sites.
Smart phone and tablet owners may love their devices, but they’re not all that fond of advertising on them.
Marketers and the consumers they are trying to reach disagreed on the effectiveness of a wide variety of ad types.
US marketers even rated online ads better than TV ads—though just barely, with 51% saying that they were more effective.
US total media ad spending will experience a bump in growth this year, rising 4.9% over 2011, largely due to the Olympics and the national election cycle.
TV will keep its leading share of global advertising spend this year and through 2014, although online ad spend will grow at the expense of other major media forms.
Despite the popularity of digital technology and media among college students, a leading 42% named TV ads the most effective form of advertising.
The reason advertising spend keeps pouring into TV is that it remains the single most influential medium influencing consumer purchase decisions.