According to new figures from Emarketer, US SMBs are more likely to advertise online than in traditional media.
77% of US SMBs used online for advertising in August 2009, compared with just 69% that used traditional media. This is the first time penetration of online advertising surpassed traditional. In an earlier survey from August 2008, 73% advertised online while 74% used traditional media. In an earlier survey from August 2008, 73% advertised online while 74% used traditional media.
However, annual adspend by SMBs as a whole was down from an average of $2,734 in August 2008 to $2,092 in August 2009, but interestingly adspend on Websites and online profile pageswas up more than 26% to $769.
Total online ad spending will reach €12.9 billion ($18.96 billion) in 2009, a 2.2% increase over 2008. Growth is expected to pick up further in 2010, rising 6.5% year over year—still sluggish compared with the 21.3% climb in 2008.
In the UK:
Display revenues are expected to fall by 4% in 2009, but the nondisplay market is picking up less of the slack, with only a 0.4% rise predicted this year. Total online advertising revenues will fall by 0.4% in 2009, and trend slightly upward in 2010, by 2.4%.
I think this goes to demonstrate that online adveritsing is, although still a fraction of that offline, the tide is turning as brands continue to realise the importance of the online audience to their sales.