It’s no surprise really that mobile marketing and social media lead the way in terms of advertising spend increases in the past few years. The two mediums are typically the first two out of the mouths of marketers as they talk about where they are interested or focusing their marketing dollars and energies.

The Microsoft Tag folks, who obviously have a vested interest in mobile proliferation, put together an interesting infographic I thought worth sharing. It better illustrates where money is going, at least in percentages of increase if not total funds, so we marketers can level set on where expectations lie in dealing with brands.

Sadly, the graphic also shows the sad state of newspaper advertising as the only channel spend that has dropped in the same time frame (2009-2010). All the sources of information are credited in the graphic for those wishing to ask that question.

As you know, I like to try and ask better questions about data we see. So here are a few for thought as  you look at the infographic and digest what it says:

  • Is decreasing spend on newspaper advertising offset by increased spend in the industry’s online versions, separated into the “internet” category in this chart.
  • Is the decreased spend because the audience isn’t flocking to newspapers or because newspapers have just be woefully inept in making a digital transition?
  • Where does inflation come into play here? Is spending up across the board just because money is valued differently. Is there a correction to be applied?
  • We’re talking about percent increase, not total dollars, at least in the main chart. Doesn’t that make the chart kinda moot? No one was spending much on mobile marketing a few years ago. Any increase is going to register larger on a percentage basis.
  • Why does an industry trend indicate I should spend more? (Hint: It doesn’t. If you’re audience isn’t inherently mobile, you don’t need to spend more on mobile.)
That’s my cursory take. What’s yours? Here’s the graphic. Dive into the comments and tell us what you see!

Rise and Fall of Advertising Spends

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About Jason Falls

Jason Falls

Jason Falls is a leading thinker, speaker and strategist in the world of digital marketing and is co-author of two books, No Bullshit Social Media: The All-Business, No-Hype Guide To Social Media Marketing and The Rebel's Guide To Email Marketing. By day, he leads digital strategy for Elasticity, one of the world's most innovative digital marketing and public relations firms. Follow him on Twitter (@JasonFalls).

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Comments on Social Media Explorer are open to anyone. However, I will remove any comment that is disrespectful and not in the spirit of intelligent discourse. You are welcome to leave links to content relevant to the conversation, but I reserve the right to remove it if I don't see the relevancy. Be nice, have fun. Fair?

  • Billy

     bounding around per your request

    happy to help


    • JasonFalls

      Thanks Billy!

  • Jackie Kmetz

    Thank you for putting some sensible questioning into this infographic.  Anything new that people start to use will show a huge percentage growth increase for the first months and years.  It’s just how the growth curve works.  It’s the long tail spending growth–especially that elusive total dollars spent figure that will really cement it as successful. 

    I’d also really like an answer to the inflation question as that could really skew some media types like television.  I wonder about the inflation effect every time I hear new box office records being broken.  C’mon when 1 movie ticket costs 4 times what it used you have to take that into consideration! 

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  • Glenn Cressman

    Great insight Jason – thanks for passing it along.  I especially agree that newspapers (for the most part) are inept when it comes to their digital transition, as you point out.  

    Another thing I find very interesting is the fact that despite a recent study that shows that on average, people spend more time online now than they do watching TV, online ad spending is (considerably) less that half of TV ad spending. Is that because online ads are less expensive for the same exposure?  Or is that because advertisers ad brands are slow to pick up on the fact that online is just as important as TV when it comes to advertising? 

    Thanks again for the insight!