There is yet more quantifiable evidence advertisers are switching off from TV.
The bad performance of TV during the first month of Q4 also dragged down the US advertising market overall by 4% on the previous year, SMI says.
  Cable TV spending declined 7% year-over-year, with the scatter market - where TV ads are sold closer to the broadcast date, rather than the big locked-in chunks of the upfront market - now representing 23% of overall spend, up from 17% in 2013. On the broadcast side, spending was down 9%, which the scatter market representing 16% of all revenues, up from 11% last year.
  Somewhat counterintuitively, however, newspapers - a sector struggling with declining print sales - also saw year-on-year ad revenue growth in October. 

  News Corp global chief executive Robert Thomsom says print advertising is becoming more valuable as brands are increasingly skeptical of online ads.
Speaking to American business analysts, Thomson says print ads are attracting a premium because they are paired with higher-quality content than the plethora of websites that have sprung up.
  "The relative value of print to certain clients in a digitally discursive age, it has to be quality print, is increasing," he says.

  Mobile marketers are spending a lot more time these days thinking about retargeting mobile users with mobile ads. The goal is to get people who have already downloaded their app to come back and use it regularly.
  Traditionally, mobile marketers (like app developers) have spent the majority of their ad spend on simply acquiring new customers to install their app. But that's increasingly expensive.

  "It's not going to be an overnight migration, but it's important for us to appeal to 18- to 35-year-olds, and their life is on the smartphone," he said at the Massachusetts Newspaper Publishers Association annual meeting in Boston. "But it'll be easier to do from a journalistic sense than from an advertising sense. That's going to be the challenge."
  Because of the difficulty of creating advertising that works well on a smartphone, he said, the industry may see a stabilization in print journalism.
"More and more," Sheehan said, "I talk to advertisers who come back to print because they say, 'You know what? It just works.'"

  The digital domination of local automotive advertising will be complete in 2015, usurping one of the most valuable revenue streams ever enjoyed by newspapers and broadcasters. 
  Here's why this is a big deal: At some $33 billion a year in expenditures, autos trail only retailing as the second biggest advertising category in the United States. Two-thirds of the spending is at the local level, under the direction of individual dealerships and regional marketing associations.  
  Given the changes in consumer behavior discussed below, the legacy media now appear to be all but shut out of a rich revenue stream they owned a few short years ago. Here are the details: 
  Newspapers - When the Internet was coming of age in 2000, newspapers led auto advertising with 52% of the dollars spent by local dealers, according to NADA. By 2013, the market share for publishers fell to 18%. Borrell, an independent consulting company, predicts the newspaper share of the local auto ad market will tumble to 9% in 2015.

  Mobile is growing faster than all other digital advertising formats in the US, as advertisers begin allocating dollars to catch the eyes of a growing class of "mobile-first" users.
  Historically, there has been a big disparity between the amount of time people actually spend on their smartphones and tablets (significant and growing), and the amount of ad money spent on the medium (still tiny).  

  Magna Predicting Global Media Growth of 4.8% to $536 billion in 2015.

  Global ad revenue will grow 4.8% to $536 billion in 2015, according to a new forecast from Magna Global. That's roughly in line with the group's last forecast, in June, when it said it expected 4.9% growth next year.
  The top line is similar to another forecast, from ZenithOptimedia, predicting that global ad spending will rise 4.9% in 2015 to $545 billion. ZenithOptimedia revised its forecast downward by 0.4%.
  Digital media will reach 30% market share globally in 2015, according to Magna Global, and it's on track to surpass TV revenue in the U.S. by 2017.