Outsell, Inc. recently released a report based on a survey of 1,000 U.S. advertisers stating that online advertising as a whole will grow 17.9% in 2007 with Internet search advertising driving the engine with a 39% growth rate. According to Outsell, Inc. advertising on TV and Radio will decline 3.5% while print media will grow 2.7%.

I think I see a pattern here. The marketing vehicles that are more targetable, more trackeable and more accountable are growing at the highest rates. Hmmm, nothing new here but the interesting thing that I found is the DECLINE in TV and Radio advertising. I’m wondering if the fact that TV is more fragmented than ever, but still hard to track and justify is the culprit? Same with Radio. Google’s purchase of dMarc and ability to track the serving of ads at a more granular level is a good step, but doesn’t solve the end to end tracking problem. Therefor Radio falls in the same camp as TV in terms of tracking and accountability. The increase in print is a little more understandable in that print media is also fragmenting (how many magazines do we need about bodybuilding?) but it is slightly more trackeable, has lower production costs and is a better value on an impression by impression basis. Fun stuff.