Online video and local search will drive a 30% growth in worldwide Internet ad spending to $33.72 billion this year, according to the latest forecast from ZenithOptimedia, which was released on
Monday.
"We have revised our forecasts for Internet advertising upwards yet again," the Publicis-owned global media agency reported. "We now forecast 29.9% growth this year (up from
28.6% three months ago) and 85% growth between 2006 and 2009 (up from 82%). Online video and local search are the new, fast-growing segments, but display, classified and the rest of search are still
growing rapidly as well.
"We now expect Internet advertising to account for 9.5% of all expenditure in 2009, fractionally up from the 9.4% we forecast three months ago," the forecast adds.
Newspaper share is expected to decline from a 29% share of world ad spending in 2006 to 26.2% in 2009.
The forecast is just the latest in a series predicting continued robust growth of
interactive ad spending.
Global Advertising Expenditure US$ million, current prices
(Currency conversion at 2006 average rates)
|
2005 | 2006 | 2007 | 2008 | 2009 |
| Internet | 19,235 | 25,952 | 33,723 | 41,638 | 48,139 |
| Total |
399,431 | 426,447 | 448,403 | 477,863 | 504,557 |
Source: ZenithOptimedia
Share of Total Ad Spend By Medium 2005-2009 (%)
| 2005 | 2006 | 2007 | 2008 | 2009 |
| Newspapers | 29.7 | 29.0 | 27.8 | 26.9 |
26.2 |
| Magazines | 13.2 | 12.8 | 12.5 | 12.2 | 12.1 |
| Television | 37.8 | 37.9 | 37.9 | 38.2 |
38.1 |
| Radio | 8.6 | 8.3 | 8.1 | 7.9 | 7.8 |
| Cinema | 0.4 | 0.4 | 0.4 | 0.4 |
0.5 |
| Outdoor | 5.5 | 5.6 | 5.7 | 5.8 | 5.9 |
| Internet | 4.8 | 6.1 | 7.5 | 8.7 |
9.5 |
Source: ZenithOptimedia