Growth, yes Growth, is what the experts are predicting for Broadcast Internet Revenue and Online Revenue for stand-alone properties...
"Based on industry-wide surveys, BIA estimates that radio and televisions stations collectively drove approximately $805 million in online dollars last year -- equal to 7.3% of the $11 billion local online ad money spent.
This breaks down to $342 million for radio, and $463 million for television in 2008, according to BIA subsidiary The Kelsey Group.
If the industry continues its transformation to multiplatform solutions, BIA projects the broadcasting industry's online revenue will climb to as much as $1.9 billion by 2013.
"We see a compounded annual growth rate of 18.6% for online broadcasting advertising over the 2008-2013 period," said Mark Fratrik, vice president at BIA Advisory Services. "Given the challenges facing broadcasting, it's even more important for broadcasters to continue to step up their mobile and Internet offerings."
What about Stand-Alone Interactive Revenue?...
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"Forrester Research predicts that interactive marketing spending will hit $25.6 billion this year -- up 11% from $23.1 billion in 2008, despite being flat, as marketers shift money from traditional media to digital channels.
That total, which also includes search, email, social media and mobile marketing dollars, is expected to more than double to nearly $55 billion by 2014. "This growth is due to marketers seeking lower cost, more accountable channels which are also widely used by their customers," wrote Forrester analyst Shar Van Boskirk, in a blog post previewing the firm's interactive spending forecast due out in June.
A recent Forrester survey of more than 200 marketers found that 60% planned to increase interactive budgets by pulling back spending on traditional outlets. The biggest victim of the trend will be direct mail, which stands to be slashed by 40%. Print will not fare much better, with spending on newspapers expected to be cut by 35%, and magazines by 28%.