Home  › Stats › Ad Industry Metrics › Ad Spend

Digital to Attract 17 Percent of Global Ad Spend in 2011

  |  July 8, 2011   |  Comments

Global digital ad investment will reach $100 billion by 2012, GroupM predicts.

Online will attract a greater portion of global ad spend this year than previously expected, according to WPP-owned media buying outfit GroupM. The company forecasts measured digital advertising will account for 17 percent of global advertising in 2011, a point ahead of the 16 percent it had previously predicted in December.

In addition, the group estimated the digital ad sector is growing at between 15 and 16 percent annually, and that it will exceed $100 billion in spend, worldwide, by 2012.

"Digital advertising spending accounts for 20 percent and more of measured advertising in countries where it is most developed, but it still has real growth potential even in those nations," commented GroupM Futures Director Adam Smith, citing the continued use of technologies such as behavioral targeting and video advertising as key drivers for that spend.

In terms of overall media spend, however, GroupM revised its global predictions down to 4.8 percent year-over-year growth, a considerable drop from the 5.8 percent it predicted late last year. The company said world events including the earthquake in Japan and political unrest in the Middle East explained its more conservative outlook.

That overall drop in ad spend could also explain the predicted growth in spending share for digital, with advertisers perhaps cutting back more on traditional channels such as print and out of home in order to retain their digital investments.

The forecast also predicted that ad spending across all channels will reach $540.3 billion in 2012, a 6.8 percent increase over 2011, owing largely to increased spending around the summer Olympics and the 2012 U.S. political campaigns and elections.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

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

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...