Direct, digital 2010 ad spend up 2.7%: Winterberry Group

winterberry group logoAs reported in DM News, Bruce Biegel of the Winterberry Group gave the Direct Marketing Club of New York a recap of 2010 and his forecast for 2011 for direct and digital advertising spending. 

Some highlights from 2010:

  • Direct / Digital ad spending was up 2.7% in 2010 vs. 2009 to $154.4 billion
  • Digital was $27.7 billion in 2010 comprising 18% of total
  • Online display spending grew 10.7% year over year
  • Direct mail suffered a decline of 3.6% YoY and was the only segment to see a decrease

Highlights looking forward to 2011:

  • Direct / Digital ad spending predicted to be up 6.2% in 2011 vs. 2010 to $163.9 billion
  • Direct mail is expected to grow 5.8% to 47.8 billion – direct mail “still really works well for acquisition because it’s easier to target [than other channels].”
  • Digital as an acquisition tool is still finding its way

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