Online advertising will grow seven times faster than other forms of advertising next year, according to new research.
Zenith Optimedia, part of the Publicis Group, forecasts that global internet adspend will grow by 28.2% in 2007, compared to a growth rate of adspend across other media of just 3.9%.
This means the internet’s share of total adspend will increase from an estimated 5.8% this year to 8.6% by 2009. By then, online advertising will have overtaken radio advertising as the fourth-biggest medium.
Among other media, television, radio, magazines and newspapers will all lose ground to other media. Zenith Optimedia predicts that television’s share of adspend will fall from 37.8% in 2006 to 37.2% by 2009. Similarly, newspapers’ share will fall from 29.1% to 27.3%, magazines will see their share drop from 12.9% to 12.5%, and radio will drop from 8.4% to 8.0%.
While internet advertising is growing the fastest, outdoor and cinema advertising will also take a bigger share of overall adspend by 2009.