Online ad Spending overtakes print spending in 2012

For the first time in U.S. history, marketers are projected to spend more on online advertising than on advertising in print magazines and newspapers.
according to this article on Mashable, Online Ad Spending to Surpass Print for First Time in 2012.

Last year's growth of online spending was a whacking 23%. This year is projected to be the same. By 2016, eMarketer expects advertisers to spend $62 billion online.

The details of the raw story (from eMarketing) are even more interesting:

.... with [Total Media] spending reaching nearly $200 billion by 2016. Online will be a major driver of that growth and will represent nearly a third of total media ad spending that year. Traditional media ad spending, aside from a few bright spots like TV, will stagnate during the forecast period.

Advertisers spend £1 in every £4 on the internet

The Internet Advertising Bureau in the UK (in conjunction with PriceWaterhouseCoopers) publishes its bi-annual advertising spend study.

Here are some headline figures that made me think:

• Online advertising’s share hits 25%, as advertisers spend £1 in every £4 on the internet. That represents £4 billion!
• Social media boosts online display by 27.5% on a like-for-like basis to £945 million. 
• There was nearly 200% surge in display advertising in a social media environment (on a like-for-like basis) and 91% year-on-year (absolute growth) in video formats. 
• Paid-search continues to perform strongly with growth of 8% year-on-year on a like-for-like basis to £2,346 million, representing 57% of total online spend (61% in 2009).
• Mobile advertising has experienced a 'staggering' 116% year on year growth (on a like for like basis), up from 32% in 2009. (Arthur: don't get excited, it is only worth £83 million, so 'staggering' is over egging it!)

Other stats

• By December 2010, the UK’s active online user base had grown to 40.3 million. 
• 47% of at home UK internet users access the internet with a connection speed of between 2Mb and 8Mb. 14% access online with a connection speed of over 8Mb. (Source: UKOM APS/Netview December 2010).
• Social networks now account for 25% of the time spent online in the UK. 

There are only 12 Kinds of Television Ads in the World

In 1978, Donald Gunn, the creative director for the Leo Burnett, the advertising agency took a year's sabbatical and studied the best television ads he could find.

He determined that all ads fall into the following categories:

Demo ad:	Visual demonstration of a product's capabilities
Show the need or problem:	Demonstrate the problem and then show the remedy (eg a dropped mobile phone call)
Symbol, analogy, or exaggerated graphic:	Same as (2), but the problem is a feeling, so the problem of pounding headache is symbolically represented as a drummer pounding a bass drum.
Comparison Ad:	Compares product with competitors
Exemplary story:	A short narrative is played out, which illustrates the product's benefits (Jenny's school play is tonight, but there's a stain on her costume. What will mum do?)
Benefit causes story:	Shows a series of scenarios all because the central character adopts the product
Testimonial:	'I had that problem until I used brand X'
Ongoing characters and celebrities:	the use of a recurring character, or celebrity, can help cement a brand's identity into the viewer's brain. eg the Energizer Bunny
Symbol, analogy, or exaggerated graphic:	Same as (3) but it demonstrates the benefits of the product (rather than the problem)
Associated user imagery:	People achieving brilliant things all because they use this product
Unique personality property:	A pitch from the founder or endorser (eg James Dyson for vacuum cleaners, Remmington for electric shavers)
Parody or borrowed format:	The use of the product is parodied, so that the product is tied to parody. The ad relies on the user understanding the parody

Original article by Seth Stevenson at Slate.com. Go to the site for examples of each ad.