The ZenithOptimedia ad agency is predicting online advertising will surpass newspaper advertising by mid-decade. The nearly 11-point lead in market share will disappear in that time.
While the robust growth numbers will taper off into low double-digits, Zenith is suggesting the sustained online acceleration will surpass the newspaper declines in due course.
The returns on paid search advertising are behind the growth. In an era of tightened resources, Zenith notes that targeted and relevant ads are bound to thrive.
Television will remain the world's top advertising medium, but its revenues will flatten, too.
While the robust growth numbers will taper off into low double-digits, Zenith is suggesting the sustained online acceleration will surpass the newspaper declines in due course.
The returns on paid search advertising are behind the growth. In an era of tightened resources, Zenith notes that targeted and relevant ads are bound to thrive.
Television will remain the world's top advertising medium, but its revenues will flatten, too.
