GroupM: Internet Ad Spend Breaks Into 12 Figures
- by Joe Mandese @mp_joemandese, March 27, 2013
Internet ad spending hit $99 billion in 2012, just shy of the 12-figure mark held by only one other medium -- television -- according to new estimates from GroupM. Based on its current
trajectory, Internet ad spending will break into the 12 figures this year, totaling $113.5 billion.
Internet ad spending rose 16.2% in 2012, representing 19.5% of all
global ad spending last year, according to the report.
North America led the world in overall digital advertising investment with an estimated $38.3 billion;
Asia-Pacific came in second with $30.6 billion -- followed by Western Europe with $24.1 billion, according to the study, entitled This Year, Next Year: Interaction 2013.
“The Internet no longer belongs to the old world and eastern Asia, nor does it depend upon evolution of infrastructure conceived a generation or more ago, but instead reaches every
continent and economically active individual," Rob Norman, chief digital officer, global, GroupM writes in an introduction to the annual report. “Ken Olsen, founder and CEO of Digital
Equipment said in 1977, ‘There is no reason for any individual to have a computer in his home.’ It turns out that he may, inadvertently, have been right. Why have a computer in your home
when you can have computing anywhere you like?”
“Tablets created an entirely new and original mechanism of media consumption in less than three years," he
adds. "Tablets combine the display quality of HDTV, the interactivity of the PC and the location awareness, touch interface and app ecosystem of the mobile phone. Media is being re-imagined for the
tablet and is increasingly seen as the future home of what we have always described as the print industry, the decline of which is precipitous with ever-fewer exceptions.”
% shares of the media day (26 countries) |
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|
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| 2007 | 2008 | 2009 | 2010 | 2011 | 2012 | 2013f |
Online | 21 | 22 | 25 | 26 | 27 | 29 | 30 |
TV | 42 | 42 | 42 | 41 | 39 | 38 | 38 |
15 | 16 | 15 | 14 | 16 | 14 | 14 | |
Radio | 22 | 19 | 19 | 18 | 18 | 18 | 18 |
Total | 100 | 100 | 100 | 100 | 100 | 100 | 100 |
Source: GroupM
