MarketingVOX: Online real estate ad spending will reach $1.719 billion this year, accounting for some 15 percent of the projected $11.698 billion in total real estate ad spending, writes MediaPost, citing a new report by Borrell Associates. That proportion is expected to more than double by 2010, reaching 32 percent, with online real estate ad spend totaling $3.068 billion while total real estate ad spend decreases to $9.557 billion.
The Borrell report, “2006 Update: Online Real Estate Advertising,” predicts that much of the growth in online real estate ad spending will be the result of a shift from newspapers. Newspaper real estate ads are predicted to total $4.327 billion this year, down almost 8 percent from last year’s estimated $4.682 billion.
By 2010, newspapers will account for only 30 percent of real estate ad spend, or $2.9 billion – less than online’s share, according to Borrell.
Vahe Habeshian BIO
07.02.06
Just covering ad expenses doesn’t seem to make much sense. Advertising online can be much cheaper but more efficient than offline. Why not measure how much people are driven by the ads instead?
Sure it’d be hard, but if not, why measure something so unrelated to ads ROI as ad spending?