Global internet advertising expenditures will rise about 33% between 2011 and 2013, according to [pdf] an October 2011 forecast from Zenith Optimedia. Internet ad spend is expected to total about $72.5 billion USD this year and reach $96.4 billion in 2013.
Total global ad spend, forecast at $460.3 billion for 2011, is expected to grow about 11% to about $510.6 billion in 2013.
TV, Outdoor Also Primed for Growth
Zenith Optimedia expects global spending in two other major ad verticals, TV and outdoor, to also grow significantly between 2011 and 2013. TV ad spend is expected to hit $184.9 billion this year and increase about 12% to $207 billion in 2013.
Meanwhile, outdoor ad spend is predicted to reach $31.5 billion this year and grow 11% to $35.1 billion in 2013. Ad spend in radio and cinema is expected to grow at a smaller rate, while ad spend in newspapers and magazines should moderately decline.
Global Online Ad Share to Grow 20%
The share of global ad spending represented by the internet vertical, expected to reach 15.8% this year, is expected to rise almost 20% to 18.9% in 2013. Meanwhile, the TV vertical is expected to grow almost 1%, from 40.2% to 40.5%, while the outdoor vertical is expected to grow minimally from 6.8% this year to 6.9% in 2013 and cinema will stay flat at 0.5%.
In terms of negative share growth, a slight decline is forecast for radio, while magazines are expected to lose about 11% of their ad share, dropping from 9.3% to 8.3%. The largest decline is predicted for newspapers, representing an anticipated 20.2% ad share this year but only 17.9% in 2013, also a roughly 11% drop.
Display, Paid Search Ads Will Propel Internet Growth
Display internet advertising spend, expected to reach $25.3 billion this year, should grow an impressive 39% to $35.2 billion in 2013. Similarly, paid search spend is forecast to grow 33%, from $35.2 billion to $46.9 billion. Classified internet ad spend, pegged at roughly $12 billion in 2011, is expected to grow a comparatively small 18% to $14.2 billion in two years.
IAB: Online Ad Revenues Up 23% in H1 ’11
Internet ad revenues rose 23.2% to a record $14.9 billion in the first half of 2011, according to figures released in September 2011 by the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers. The rate of growth more than doubled year-over-year, as last year’s first-half ad revenues of $12.1 billion had represented an 11.3% increase from 2009.
Internet ad revenues for the second quarter alone also reached new heights, increasing 24.1% to $7.7 billion. That performance compares to last year’s same-period revenues of $6.2 billion, up 13.9% from 2009.