Global internet advertising spend is set to grow by as much as 28.2 per cent next year, beating growth of only 3.9 per cent for advertising in other media, experts predict.
Basing its claim on new research, media services group ZenithOptimedia expects the internet’s share of total worldwide adspend to grow from 5.8 per cent this year to 8.6 per cent by 2009.
The internet already attracts ten per cent of adspend in the UK, as well as in Sweden and Norway and the firm states that by 2009, it expects that the medium will do so in ten markets, including the US, Japan and Australia.
However, Britain has the lion’s share of adspend totals, where it will attract 13.5 per cent of such spending this year, the report states, ahead of the US “by at least a year or two” in terms of the development of online advertising, Yahoo!’s Terry Semel claimed.
Online advertising growth has been dramatic, the report adds, taking the medium only 11 years to overtake cinema and outdoor in the advertising stakes.
Paid search was found to be the largest type of internet advertising, with the gap between search and display advertising widening.