Online CPMs are predicted to rise thanks to widespread adoption of the “viewable impression” standard, but the overall ad pie won’t grow as fast as forecast in 2011.
New research from the Association of National Advertisers and Forrester shows 76% of marketers plan to keep their media budgets stable in 2012. About half (47%) of all budgets will go to TV. That’s a 6% bump from the 2010 survey.
By 2016, advertisers will spend $77 billion on interactive marketing — or as much as they do on TV today, according to a new report from Forrester Research. By then, search, display and mobile marketing will account for 35% of all ad spending.
Marketers thought Americans spend as much time online as they do watching television, but a Forrester study released Monday confirms it. The average U.S. household watches 13 hours weekly of traditional broadcast TV, equaling the same amount of hours spent online.