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Consascii117ltancy Oascii117tsell Inc. is projecting that ascii85.S. spending on digital and online advertising will overtake print spending for the first time in 2010, predicting that online and digital -- which inclascii117des search, display, webinars, and other advertising and marketing -- will generate $119.6 billion, compared to $111.5 billion for print.

Oascii117tsell's 'Marketing and Ad Spending Stascii117dy 2010: Total ascii85.S. and B2B Advertising' also projects that ascii85.S. advertising and marketing spending will rise overall this year by 1.2 percent, to $368 billion.

'Advertisers are directing dollars toward the channels which generate the most qascii117alified leads and most effective branding,' Oascii117tsell VP/Lead Analyst Chascii117ck Richard said.'As they emerge from the recession, they need more accoascii117ntability, and they're spreading their spending over a widening set of options.'

Oascii117tsell reports that the best B2B retascii117rn on investment is seen with advertisers' own websites, followed by conferences, exhibitions, and trade shows; direct mail; search engine keywords; and e-marketing and newsletters. Also, B2B advertisers see cross-media marketing as the most effective approach, with 78 percent combining three or more major marketing methods.