• by Wayne Friedman , September 21, 2009

Although some digital platforms continue to lose ground, overall Internet advertising will grow by double-digit increases next year, according to a new study by Group M.

Global Internet advertising will climb 11% to $64.7 billion -- about 15% of all global measured ad spending in 2010. This is up from its 13% share in 2009. Most of the increase will come from continued growth in search and mobile, helped along by declining traditional media spending.

Rob Norman, CEO of GroupM Interaction, said in a release: "Search remains a key driver of digital marketing as advertisers compete to capture a disproportionate share of the intention that search behavior represents."

Search advertising is projected to hit a 43% share of all Internet advertising in 2010. It has been steadily climbing; it had a 38% share in 2006.

Global mobile advertising is expected to climb 19% to $3.3 billion in 2010. That would be 6% of the global advertising total spend.

Overall, Internet business has outperformed other media during the recession, although there has been slower growth in some digital ad platforms.

One glitch: display Internet advertising continues to lose share. In 2010, display spending is estimated to have a 34% share -- down 35% from a year ago. Display's share has been falling over the last several years -- 39% in 2006, 38% in 2007 and 37% in 2008.

U.S. Internet advertising, as part of all U.S. advertising, will be a bit higher as compared to the rest of the world next year. It's expected to represent about 17% of all 2010 U.S. media spending -- $24.4 billion.

However, U.S. Internet advertising growth is slower than global Internet spending -- 7% as compared to 11%. U.S. online ad share in 2010 will be up from 15.4% in 2009 and 13.9% in 2008.

Group M says growth in the U.S. is primarily due to search and video advertising growth, helping to offset the decline in Internet display advertising and sponsorships.