Home  › Marketing › Strategies

Agency Groups Predict Strong Online Ad Growth for 2011

  |  December 6, 2010   |  Comments

GroupM and ZenithOptimedia forecast healthy year for digital ad spending.

Online ad spend is set to enjoy another year of growth in 2011, according to forecasts issued today by WPP agency GroupM and Publicis-owned ZenithOptimedia.

According to Zenith's predictions, global spending on Internet ads will grow 14 percent year-over-year, totaling $70.5 billion in 2011 and representing 15.2 percent of overall ad spend. GroupM was more bullish, predicting digital spend will contribute 37 percent of global ad growth next year, resulting in $82 billion in revenue.

Meanwhile in the U.S., eMarketer - which aggregates forecasts from a variety of sources - projected a 10.5 percent increase in U.S. online ad spending next year, followed by double-digit growth every year through 2014 when spending will reach $40.5 billion.

According to Zenith, digital ad growth will be driven primarily by display and paid search investment, with the latter predicted to reach over $46 billion by 2013, up from $30.5 billion this year. Despite a dip in display ad spending since 2006, the rise of online video and social media have reinvigorated the medium, the company said, predicting it will account for over a third of online ad spend this year.

Both Zenith and GroupM suggested global online ad growth will come at the expense of traditional media channels, most notably print advertising, which GroupM says will be outpaced by digital by 2012. "Internet spending may indeed already have eclipsed newspapers if one allows that measured Internet ad investment does not include substantial advertiser investment in content creation, search-engine optimization and analysis," noted GroupM's Futures Director Adam Smith.

Zenith also pointed out much of the value being extracted from social media channels is not currently being measured. For example, "earned media" acquired through vehicles such as Facebook and Twitter accounts "will never be picked up in a survey of ad expenditure," the report stated.

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Resources

Jobs

    • Customer Service Consultant
      Customer Service Consultant (Bonner and Partners) - Delray BeachBonner & Partners: Full-time Customer Service Consultant Position Who we are...
    • Financial Editor
      Financial Editor (Confidential) - DurhamSIX FIGURE EDITORS WANTED: To enforce lofty NEW editing standards. Easy Conditions Unlikely. Promotion and...
    • Information Processing Specialist
      Information Processing Specialist (Agora Inc. ) - BaltimoreInformation Processing Specialist – The IP specialist position ensures the successful...