July saw a forecast from ZenithOptimedia which predicted that global adspend is expected to grow from 5.5% in 2007 to 6.4% in 2008, comfortably above the 5.1% annual growth rate the ad market has averaged for the past 10 years.
According to ZenithOptimedia, China will become the fifth largest ad market in the world this year, overtaking Italy. However, it will still be only two-thirds the size of the fourth largest, the UK (see
UK Has Most Active Online Population In Europe).
A report from GroupM forecast that UK adspend will grow 2.6% this year, totalling £26 billion, and 3.1% next year.
It added that measured media revenue will recover 4% this year to £13 billion, with marketing services up 1%, also to £13 billion (see UK Adspend To Grow 2.6% In 2007).
Britain will account for over half of all online ad spending in Western Europe in 2007, rising to a 52.6% market share in 2010, said research from eMarketer.
The online research firm said that steady economic growth, further advances in broadband, mobile internet access and associated ad-serving technology will help fuel this growth (see UK To Spend £2.6 Billion On Online Advertising In 2007).
Forrester Research also released research into online marketing spend, predicting that it will double in Europe in the next five years, from around €7.5 billion in 2006 to more than €16 billion in 2012.
In five years, online marketing – including email, search, and display advertising – will represent 18% of total media budgets, added Forrester (see Ofcom Plans New Public Service Channel To Rival BBC).
JupiterResearch forecast that the worldwide online population will increase from 1.1 billion users in 2006 to 1.5 billion in 2011 (see Global Online Population To Increase).
The Worldwide Online Population Forecast, 2006 to 2011: Emerging Economies Catalyse Future Growth report shows that Brazil, Russia, India, and China will provide impetus for future growth of the online population.
Meanwhile, Understanding & Solutions estimated that internet TV advertising could achieve revenues of up to $10 billion worldwide by 2011 (see Internet TV Ad Revenues Could Reach $10bn Worldwide).
This equates to 18% of the internet advertising market for that year, forecast at $57 billion.
The UK Television Forecasts to 2012 report from ZenithOptimedia predicted that the television ad market will stop shrinking this year, and start growing again in 2008.
However it will grow for only 1%-2% a year for the rest of the forecast period, and its market share will decline from 27.2% in 2006 to 22.7% in 2012 said Zenith (see UK TV Ad Market To Grow).
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