ONLINE VIDEO AND LOCAL SEARCH will drive a 30% growth in worldwide Internet ad spending to $33.72 billion this year, according to the latest forecast from ZenithOptimedia, which was released on Monday.
“We have revised our forecasts for Internet advertising upwards yet again,” the Publicis-owned global media agency reported. “We now forecast 29.9% growth this year (up from 28.6% three months ago) and 85% growth between 2006 and 2009 (up from 82%). Online video and local search are the new, fast-growing segments, but display, classified and the rest of search are still growing rapidly as well.
“We now expect Internet advertising to account for 9.5% of all expenditure in 2009, fractionally up from the 9.4% we forecast three months ago,” the forecast adds.
Newspaper share is expected to decline from a 29% share of world ad spending in 2006 to 26.2% in 2009.
The forecast is just the latest in a series predicting continued robust growth of interactive ad spending.
Global Advertising Expenditure US$ million, current prices
(Currency conversion at 2006 average rates)
Share of Total Ad Spend By Medium 2005-2009 (%)