According to the European Interactive Advertising Association, 82% of advertisers who have increased their online spend have admitted that it is coming directly from print media (40%), TV (39%) and direct marketing (32%) budgets.
The association further points out that 73% of advertisers say they are increasing their use of online as an advertising medium (see table, right), while 31% claim their use of television is decreasing.
By contrast, advertisers seem much more likely to pull spend from other mainstream media into online.
Most observers expect digital display ad spend to finally begin catching up with search in the coming years.
However, the EIAA report also reveals that 80% of advertisers expect their search spend to rise in the next two years, while fewer - 59% - expect to increase their digital display spend.