2013 is looking to be a major transitional year - one where a lot of big changes are occurring in the media landscape. Here's an interesting table from Borrell Associates on the change from 2012 ad levels and those forecast for 2013 (in the U.S.).
If you combine internet, mobile and social advertising, you see that online advertising is set to compete for top share, if not become the dominant media for advertising. The opportunities that mobile and social media offer for targeting is just starting to be explored by advertisers. The next few years should see a lot more investment in highly targeted, highly contextual, mobile and social advertising.
Source - Local Advertising & Online Forecasts for U.S. to 2016, Borrell Associates presentation