New research by US company Round2 Communications says that 72% of advertising companies will increase their online marketing spending in 2010. A summary of the results have been published by Media Daily News and explain this trend towards online spend because 33.9% of respondents said that ROI (Return on Investment) for new media is "somewhat" better than traditional advertising, and 28.2% said new media's ROI is "significantly" better.

As a result of this growth in spend on digital media, the more traditional channels (such as TV, radio, newspapers and magazines) are expected to lose out, with 86% of respondents saying that they expect their spending to remain even (45.7%) or decline (40.3%) in 2010. However, print still remains the most dominant media channel with 47% of respondents saying this is their single biggest media investment, well ahead of email marketing (13.4%) and interactive advertising (10.2%).