Magazine article Editor & Publisher

7 Digital Facts: You Can't Afford to Ignore

Magazine article Editor & Publisher

7 Digital Facts: You Can't Afford to Ignore

Article excerpt

1 DIGITAL ADVERTISING IS GROWING FASTER THAN OTHER FORMS OF ADVERTISING,

According to the Pew Research Center's annual State of the News Media report, total digital advertising (including mobile) rose to $37.3 billion in 2012, a 17 percent increase over the year prior, However, that digital advertising marketplace continues to be dominated by Google, which takes a $15.4 billion slice of the pie.

2 TARGETED DISPLAY IS EXPECTED TO DOMINATE LOCAL ONLINE ADVERTISING.

Google may be the current king online, but Borrell Associates predicts that targeted display will surpass search as the as the main category of local digital advertising within the next five years. Targeted display ads are custom-tailored to specific individuals as they browse the Web, responding to interests users reveal through their Internet usage.

3 THE ONLINE NEWS AUDIENCE IS STILL GROWING.

Last year, the number of average monthly unique visitors at the top 25 news sites increased 7 percent, according to data from comScore. Newspaper websites account for 14 of those top 25 most-visited news sites.

4 TABLET AND SMARTPHONE OWNERS SPEND MORE TIME CONSUMING NEWS.

According to the Pew Research Center, mobile users do not replace one platform with another, rather, they spend more time consuming news than they did before they owned their mobile device(s). Of tablet owners surveyed, 54 percent said they also consume news on their smartphone, 77 percent get news on their computer. …

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