Online advertising to overtake print ads by 2011
In terms of total advertising volume, online advertising is expected to have surpassed print advertising by 2011. This is the prediction of a study on the U.S. market. Peter Drössler, chairman of the Austrian Advertising Association, however, does not believe this prediction will come true.
Due to its rapid growth, online advertising is expected to have overtaken print advertising in terms of advertising volume by 2011. These are the latest forecasts from Veronis Suhler Stevenson (VSS) for the US market. According to the VSS study (see ), the online advertising sector is expected to grow by 21 percent annually and reach a volume of 62 billion dollars by 2011. By contrast, only 60 billion dollars are predicted for the newspaper sector. Similar forecasts have already been made for the UK and Sweden this year. "I think this thesis is a bit bold. It won't be very long until 2011, so I don't necessarily believe in this forecast despite the accelerated growth in the online sector," says Peter Drössler, Chairman of the Austrian Advertising Association, countering the study in an interview with the news portal Pressetext.ch. In the longer term, the boundaries between the individual advertising media will become increasingly blurred anyway. Due to digitalization and cross-media business models, the current separation could therefore become obsolete sooner or later.
