Report: Direct, digital ad spending to rise

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New York—Direct and digital advertising expenditures in the U.S. will increase by 6.2% this year compared to last year, to $163.9 billion, according to a new report from marketing consultancy Winterberry Group. Of that total, direct mail spending will grow 5.8%, to $47.8 billion this year.

According to Winterberry's report, "Outlook 2011: What to Expect in Direct & Digital Marketing," this represents an acceleration of expenditures over 2010. Winterberry reported that the $154.4 billion spent on direct and digital advertising last year represented just a 2.7% increase over 2009. Digital advertising accounted for $27.7 billion of that amount, with spending on digital display advertising rising 10.7% year-over-year.

Direct response print advertising spending, which suffered a 3.6% decline, was the only direct marketing segment to see a decrease last year.

Winterberry projects this year that digital and direct spending will grow in all categories: Digital will be up 14%, followed by insert media (9.1%), direct-response broadcast (7.6%), direct mail (5.8%) and direct-response print (2%).

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