GroupM study predicts the internet to take 15% of global ad spend

Internet advertising is expected to account for about 15 percent of global measured advertising spending in 2010, up from an anticipated 13 percent in 2009, according to a new GroupM study.

GroupM

However, the growth in internet display advertising has lost impetus over the past several years as supply has run ahead of demand. In 2010 the report predicts that display spending is expected to hold a 34 percent share of online advertising, down from 35 percent in 2009, 37 percent in 2008, 38 percent in 2007 and 39 percent in 2006.

Search, meanwhile, has grown from a 38 percent share in 2006 to an anticipated 43 percent in 2010.

The overall 15% figure represents an estimated $64.7 billion (£39.72 billion) globally and is an 11 percent increase over the previous year’s total.

The study, called Interaction, says that the uplift is being sparked by ad spending increases in both search and mobile and a continuing ad spending decline in traditional media.

Rob Norman, CEO of GroupM Interaction, says: “For several years the focus has been on the rapid rise of Google and the implications of its auction based pricing to advertisers and agencies. Today, search remains a key driver of digital marketing as advertisers compete to capture a disproportionate share of the intention that search behaviour represents. Now, however, the importance of influencing the organic listings has increased significantly, as has the focus on creating and capturing intent expressed in social media and micro-blogging actions. Search marketing is becoming intention marketing and is moving beyond results pages to activating and responding to the social graph.”

Looking at social media, the report says: “Social media continues its extraordinary growth in consumer adoption and interaction, but still little revenue in proportion to the total time spent or impressions available.”

In terms of future spending, the report predicted an even greater disparity with global display ad spending predicted to grow 5 percent to an estimated $20 billion (£12.27 billion) in 2010 while search is expected to show a 12 percent increase representing $25 billion (£15.34 billion) in spending.

Mobile advertising’s 2010 share of global ad spending is predicted to reach 6 percent of the total, accounting for a 19 percent increase to $3.3 billion from $2.8 billion in 2009. In 2008, GroupM estimates mobile ad spending was at $2.4 billion.

The survey covered 36 countries and shows digital advertising’s share of total ad investment rising from 3.1 percent in 2001 to 14.6 percent in 2010. It points out that Internet advertising has been the principal source of media investment growth in western nations since 2001 as spending in traditional media has levelled off and lately retreated.

GroupM is the parent company to WPP media agencies including MAXUS, MediaCom, Mediaedge:cia and MindShare.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here