US online ad spend to overtake print

US online advertising and marketing spending will overtake print this year as traditional media spending continues to decline, according to a study by research company Outsell.

Online spending is forecast to rise 9.6 per cent to $119.6 billion, while print spending will fall 3 per cent to $111.5 billion, according to a survey of 1,000 advertisers. As a percentage of spending, advertisers are expected to allocate more to digital budgets – 32.5 per cent – compared to 30.3 per cent to print.

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