Growth Predicted for Online Advertising Spend
Publicis-owned Zenith Optimedia has forecast a 3.5% growth in global advertising for this year. The figure is up from their 2.2% prediction in early April. Online advertising is expected to grow from $54.24bn last year to $61.31bn (£40.06bn) in 2010.
Zenith has also predicted that online advertising will total 17% of all ad spend in 2012, when total ad spend is expected to reach $484.51bn (£316.58bn).
The company's latest report has stated that "Paid search is the main engine of internet growth: it accounted for 50.2% of all online expenditure in 2009 and we forecast this proportion will rise to 52.6% in 2012." It also said, "Display's contribution to total internet spend fell from 32.9% in 2008 to 31.9% in 2009. New formats - especially video, mobile and social media - should help display stabilise in 2010 and increase its share of internet spend to 32% in 2012."
Zenith noted that recovery has been marked in the US and Western Europe in the first half of 2010.and now forecasts the growth of ad spend in all regions of the global market.