Global online advertising expenditure is expected top £15 billion over the next four years, new projections reveal.

According to forecasts by PricewaterhouseCoopers, the total ad expenditure in Europe, the Middle East and Africa will grow to $25.2 billion (£15.5 billion) in 2013 from $19.4 billion in 2008, reports Advertising Age.

Search marketing is expected to continue to show healthy growth levels and will expand steadily right up to 2013, while online display spending will decline over the next four years.

Neil Eatson, UK head of media and search at AKQA, told Advertising Age: “I say it to so many of my clients: the search engine is the new home page for brands and businesses.

“People just don’t see home pages anymore, because 80 per cent of web use begins with a search engine.”

Recent figures released from ZenithOptimedia suggest that global adspend is expected to grow by more than ten per cent this year.
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