At the beginning of 2012, eMarketer predicted that, for the first time in history, US online advertising spend would surpass print advertising spend in newspapers and magazines. The tides had turned and the expectation was that online advertising would grow by 23.3 per cent, taking spend up to $39.5 billion. More recent figures from eMarketer reveal that global spending on ads served to internet-connected devices – desktop, laptops, PCs, smartphones and tablets will hit $137.53 billion in 2014.

This shift in advertising content and delivery – from print to online – is now expanding into enterprise content. Just as there was a shift from traditional advertising methods to online advertising due to the fact it could be measured and tracked, a similar transformation is now taking place in digital document publishing across the enterprise. Advertising technology provides brands with granular insight into how their ads are being consumed, full control over when, where and to whom their ads are delivered, and the ability to measure the impact and ROI of each campaign. Enterprises and government organizations now want similar controls and intelligence around the information they’re creating and distributing. To respond to this demand, enterprise content collaboration services need to get more intelligent and combine digital publishing with analytics. By doing so, enterprise content collaboration systems will provide organizations with much needed insight into the effectiveness of their content and how it’s being consumed.

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