As 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