Online spending outpaces traditional avenues

June 4, 2008
	Due primarily to the "inability of newspapers, magazines, radio and TV to prove return on advertising investment," spending on online promotions will nearly triple to $22.8 billion by 2012 from $8 billion last year, based on a study by Borrell Associates called "The Big Shift", reports TravelMole's David Wilkening. A May 2008 Business Week article said that coupon Web sites are getting more traffic this year. The magazine cited March 2008 comScore data showed an increase of 38% from the same time last year. Some marketers are using other digital channels for promotions. An Online Testing eXchange study commissioned by SeeSaw Networks and the American Association of Advertising Agencies found that more than half of US mobile users would text in response to digital outdoor promotions.
	Author: TOURISM staff Organization: Canadian Tourism Commission