Global online ad spending will overtake newspaper expenditures next year (USD $101.5 billion vs. $93.2 billion), and will exceed the combined total of newspapers and magazines in 2015 ($132.4 billion vs. $131.7 billion), predicts ZenithOptimedia in a new forecast. That equates to almost 1 in 4 ad dollars being spent globally on the internet in 2015, second only to TV (40%).
It’s worth noting that ZenithOptimedia’s print revenue figures include only advertising in printed editions of publications. Advertising in those publications’ websites, tablet editions, or mobile applications is counted in the internet category. So, while the internet will grow at print’s expense, that may not be all bad news for publications.
Breaking down the forecast by media:
ZenithOptimedia estimates that $28.2 billion was spent on display advertising around the world in 2011, while $37.4 billion was spent on paid search. That gap, of almost $10 billion, will narrow considerably over the coming years, according to the forecast, as display grows at an annual rate of 20%, compared to a 12% annual growth rate for search. By 2015, then, a projected $57.2 billion will be spent on display advertising (or 43% share), compared to $61.1 billion on paid search (46% share), a gap of less than $4 billion.
Powering the growth in display ad revenues will be online video advertising and social media advertising – each forecast to increase by 30% annually.
Still, the outlook is optimistic, as the forecast sees stronger growth in the years ahead, including a 4.1% rise next year and a 5.6% jump in 2015. Looking ahead to 2015, Latin America will see 9.4% growth, Asia-Pacific 6.8% (9.1% excluding Japan), and the US 4.7%.
About the Data: All ZenithOptimedia figures are in USD and were calculated using currency conversions at 2011 average rates.
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