While the current recession has hit advertising agencies and mass media outlets hard, the forecast is for mass advertising, such as TV, radio, magazines, and newspapers, to continue to lose its share of overall advertising budgets.

TV is losing viewers, radio is losing listeners, and magazines and newspapers are losing readers. What’s driving this trend is that consumers are trending more towards digital media driven by online content – typified by YouTube, Facebook, online gaming, as well as more and more homes having access to broadband internet connectivity  and its capability to provide an ever-growing and an ever-higher quality of video content.

Another factor that is driving this change is that online advertising tends to be more efficient and more measurable. It’s predicted by Pricewaterhouse Coopers that by 2013, online advertising will grow to 20% of total advertising revenue, up from its current 13%.