Online ad spending to hit $61.8B for 2010: eMarketer

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Global online advertising spending will reach $61.8 billion by the end of this year, a 2% increase from 2009, according to data released July 28 by eMarketer.

The market research and analysis firm also predicted that online ad spending will rise to $96.8 billion by 2014, growing at an 11.9% compound annual rate. The Internet's share of total global ad spending will also increase from 11.9% in 2009 to 17.2% in 2014, according to eMarketer.

The firm's figures are consistent with other advertising spending reports. GroupM projected that 2010 online ad spend will hit $64.7 billion. The firm said last month that television and online spending would outpace other media throughout this year.

Media firm ZenithOptimedia predicted online ad spending will rise from $49.8 billion and 10.5% of global spending in 2008 to $82.7 billion and 17.1% of the total in 2012.  

β€œIt shows how resilient online advertising was through the recession,” said Jared Jenks, analyst at eMarketer and the author of the report. β€œI almost want to say it's too measurable. The possibility for measurement is so much more than any other media.”

North America and Western Europe accounted for 72.4% of the world's ad spending online in 2009, according to eMarketer's report. However, their combined share will drop to 66.4% by 2014, as Asia-Pacific, Eastern Europe and Latin America will experience rapid growth. Those regions' combined share will increase to 32.1% from 27.3% over the same period, according to the report.

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