Private Brands to Gain with Growth of Online Advertising

Regular readers of this site are certainly aware of the inevitable fact that online advertising is overtaking print advertising, and this new video report entitled, “Online Advertising: Boon for Store Brands,” by David Merrefield for PLMALive points out that it has happening faster than many anticipated.

In 2011, spending on print advertising, which includes both newspapers and magazines, was $36 billion, topping the expenditure of online advertising at $32 billion. However, this year it is projected to reverse. Online advertising spending is likely to rise to $39.2 billion dollars while print is expected to drop under $33.8 billion.

“The change has strong implications for how private-label marketing will play out against branded-goods marketing in the future,” Merrefield noted. “What’s fading is print media, long the domain of branded manufacturers.”

Spending on television advertising, another medium dominated by branded advertising, has reached $80 billion and appears less impacted by Internet ad spending.

By 2016, online advertising expenditures are projected to be nearly double that for print.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.