I always wonder when I read about advertising spending whether increases in advertising is a result of overall growth, or if these dollars are simply moving from one pocket to another. Prior to online, I paid attention to the rise in cable advertising vs broadcasting and if one was taking from the other. So this growth projection of 23% is great unless the companies that survive on ad dollars are overall seeing dollars decrease from their other pocket.
The writers strike was about getting their fair share from this source of revenue. It seems most of the dollars are actually coming from search...hooray Google. But there is money from online video as well - "-- Rich media/video ad spend is set to keep growing as a percentage of online ad budgets, rising to 18.5 percent in 2012 from 10.2 percent in 2008."
One thing for sure, online advertising is far more measurable. Specific purchase behavior can be tracked and documented to show the ROI. In this new media world, Big Brother is watching. George Orwell was right.
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