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Supply and Demand Advertising Industry

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Submitted By jaskiratbhatia
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Supply & Demand

In recent years, internet advertising has taken the advertising industry by storm, as it continues to experience huge, incremental growth. Companies are moving away from the dark-ages of print ads and radio spots and entering the digital age of online advertising. In the United States, internet advertising revenues soared to $10.7 billion in the third quarter of 2013, representing a 15% increase over the $9.3 billion in the third quarter of 2012(IAB, 2013). The graph below was retrieved from the Interactive Advertising Bureau website and depicts quarterly internet ad revenue since 1996. The graph portrays the remarkable gains seen by the online advertising industry over the years. As consumers are spending more time on desktops, tablets, and mobile devices, companies are taking advantage of online advertising as a powerful channel to reach millions of people at a low cost. The economic concept of supply and demand is essential in understanding the internet advertising industry, as it is with any industry in a market economy.The advertising industry, as a whole, is experiencing a shift in supply and demand as the internet has provided companies with an entirely new outlet for advertising.More advertisers are demanding this new method of marketing and are, therefore, shifting spending to online technologies. In 2008, digital advertising revenue accounted for 10% of total advertising revenue. In 2012, this portion grew to 16% of total ad revenue (Platzer, 2013).
While television still remains the main choice for advertisers, newspapers and print ads, in particular, are losing readers and advertisers to the web. Newspapers in several major cities, including Denver and Seattle, have shut down while others, including the New York Times, are struggling (Evans, 2009). The growth of paid search, online videos, and social networks has moved advertising

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