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Internet Advertisement Spending Trends

 

Global advertising expenditure by medium

The internet continues to be the fastest growing sector by some distance. ZenithOptimedia reports expected growth to be 15.2% throughout 2012, and forecast a 14%-15% annual rise for 2013 to 2015. Display represents the fastest-growing area, with 20% annual growth, indicative of the rapid rise of social media and online video ads, each growing at about 30% a year.  Display advertising is now growing substantially faster than paid search (which we forecast will grow by 12% a year to 2015) and classified (5% a year). Display advertising accounted for 38% of web advertising in 2012; by 2015 they expect an increase to 43%.

Internet advertising by type

US$ million, current prices Currency conversion at 2011 average rates.

 

2011

2012

2013

2014

2015

Display

28,221

33,249

39,826

47,691

57,207

Classified

11,313

12,129

12,831

13,434

14,138

Paid search

37,372

43,195

48,812

54,965

61,057

Total

76,906

88,573

101,468

116,090

132,402

Source: ZenithOptimedia

Since the mid-1990s internet advertising has risen at expense to print revenues. Over 10 years from 2002 and 2012 the internet’s share of global advertising rose by 15 percentage points, while newspapers’ share fell 12 points and magazines’ share fell by 5 points. Internet advertising will continue to increase its share of the ad market from 18.0% in 2012 to 23.4% in 2015, while newspapers and magazines will continue to shrink at an average of 1% a year.  Future forecast indicates internet advertising will overtake newspaper advertising  for the first time in 2013, to then exceed the combined total of newspaper and magazine ad revenue by 2015.

The internet has been the biggest contributor of new ad dollars to global markets.  Between 2012 – 2015 expected internet advertising will account for 59% of the growth in total expenditure. Next biggest is television, which is forecasted to contribute 39% of growth with development of continued programming.

Television’s share of  adspend has levelled, after growing slowly for the last three decades. TV accounted for 31% of spend in 1980, 32% in 1990, 36% in 2000 and 39% in 2010. Now we expect television to fall back slightly, from 40.2% in 2012 to 40.0% in 2015.

Growth of online video means that video formats overall (television and online video) are still increasing their share of global spending revenues,  41.% in 2010 to 42-43% in 2015.

 

Advertising expenditure by medium

US$ million, current prices Currency conversion at 2011 average rates.

 

2011

2012

2013

2014

2015

Newspapers

96,688

93,176

91,320

90,263

90,076

Magazines

44,990

43,234

42,341

41,833

41,599

Television

190,064

197,645

205,505

215,280

226,450

Radio

33,741

34,296

35,246

36,187

37,138

Cinema

2,495

2,746

2,769

2,962

3,144

Outdoor

31,712

32,288

33,235

34,533

35,948

Internet

76,906

88,573

101,468

116,090

132,402

Total *

476,595

491,958

511,882

537,148

566,757

Source: ZenithOptimedia

 

* Some totals are lower in the above table do to adspend figures of some countries for which spend is not itemised by medium.

 

 Share of total adspend by medium (%)

 

2011

2012

2013

2014

2015

Newspapers

20.3

18.9

17.8

16.8

15.9

Magazines

9.4

8.8

8.3

7.8

7.3

Television

39.9

40.2

40.1

40.1

40.0

Radio

7.1

7.0

6.9

6.7

6.6

Cinema

0.5

0.6

0.5

0.6

0.6

Outdoor

6.7

6.6

6.5

6.4

6.3

Internet

16.1

18.0

19.8

21.6

23.4

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