Douglas Quenqua at ClickZ looked into a recent study by Borrell Associates that says spending on online promotions could triple in the next five years. Last year, a whopping $8 billion was spent on promotions.
For now, national companies are the ones accounting for most of the promotional spend. But local companies may want to take notice. Since the spend is expected to increase so dramatically, while display advertising is expected to decline, then something must be working in this arena. And that's no big surprise as contests, coupons and giveaways are great methods for lead generation.
Online Advertising Shifting from Branding to Direct Response