Digital to Hit Nearly 20% of Global Ad Spend in 2012

Global online ad spending in 2011 reached nearly $85 billion, buoyed by revenues from North America and Asia-Pacific. GroupM reported worldwide Internet ad spending in 2011 rose 16 percent over the previous year, and 12 percent in the U.S.

The WPP-owned media agency said global web ad spend will hit around $98 billion this year, a 16 percent leap over 2011. That number would represent around 19 percent of overall ad spending, said GroupM.

The firm also found that the average amount spent by advertisers per Internet user doubled between 2006 and last year. Norway led the way in that category, spending $200 on average in per-capita online ad investment. GroupM’s report is based on data from WPP’s global ad, PR, market research and communications businesses.

U.S. online ad spending reached $32.2 billion in 2011 – accounting for 22 percent of overall U.S. ad spending. The agency expects that number to grow 10 percent by next year to $35.4 billion, a 23 percent share.

Regional leaders in worldwide online ad spend:

  • North America: $34.5 billion
  • Asia-Pacific: $24.8 billion
  • Western Europe: $21 billion

2012 Forecasts:

  • North America: $38 billion
  • Asia-Pacific: $31.4 billion
  • Western Europe: $23 billion

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