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.
“It shows how resilient online advertising was through the recession,” said Jared Jenks, analyst at eMarketer and the author of the report. “I 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.
