Internet advertising to take 15% share of global adspend
A new study from GroupM predicts that internet advertising will account for about 15% ($64.7 billion) of global measured adspend in 2010, up from an expected 13% this year.
However, GroupM predicts that display spending will have a 34% share of online advertising in 2010, down from 35% in 2009. Elsewhere, search is expected to hit 43% in 2010, up from 38% in 2006.
Rob Norman, CEO of GroupM Interaction, said: “For several years the focus has been on the rapid rise of Google and the implications of its auction based pricing to advertisers and agencies. Today, search remains a key driver of digital marketing as advertisers compete to capture a disproportionate share of the intention that search behaviour represents.
“Now, however, the importance of influencing the organic listings has increased significantly, as has the focus on creating and capturing intent expressed in social media and micro-blogging actions. Search marketing is becoming intention marketing and is moving beyond results pages to activating and responding to the social graph.”
Global mobile advertising is expected to grow 19% to $3.3 billion in 2010, giving it a 6% share of total global advertising spend, said GroupM.
The survey, which looks at 36 countries, also predicts that digital advertising will grab a 14.6% share of total advertising investment in 2010, up from 3.1% in 2001.
At the end of last month, the IAB Europe’s annual AdEx Report predicted that UK display online adspend will decline by 4% this year the first fall since 2001.
UK display adspend will fall 4% year on year to €628.5 million, said the IAB, although a 3% increase is expected in 2010, to €647.4 million.
Elsewhere, eMarketer forecast that UK online ad spend will grow just 0.9% this year.
However, eMarketer expects it to regain a little momentum in 2010, with just under 10% growth predicted for 2011.