In 2002, traditional advertising, such as TV, print, radio and outdoor, still accounted for 47 percent of total ad investment, according to the Veronis Suhler 2008 Communications Forecast and IBM analysis. Meanwhile, traditional marketing, such as direct marketing and promotions, made up another 46 percent, SFN's World Digital Media Trends 2009 reported.

Alternative, interactive channels, including online advertising, branded entertainment and word of mouth marketing, only contributed 7 percent.

However, traditional advertising and marketing gradually lost shares to alternative, interactive channels. In 2007, traditional advertising and marketing accounted for 41 percent and 46 percent shares, respectively, while alternative, interactive channels saw its share rise to 13 percent, according to the Veronis Suhler 2008 Communications Forecast and IBM analysis. In 2012, the share of alternative, interactive channels are expected to increase to 27 percent, while traditional marketing is expected to decline to 42 percent, and traditional advertising to 32 percent, according to the report, World Digital Media Trends 2009, released by SFN and the World Association of Newspapers and News Publishers.