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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)

  • 2005 2006 2007 2008 2009
  • Internet 19,235 25,952 33,723 41,638 48,139
  • Total 399,431 426,447 448,403 477,863 504,557

Source: ZenithOptimedia

Share of Total Ad Spend By Medium 2005-2009 (%)

  • 2005 2006 2007 2008 2009
  • Newspapers 29.7 29.0 27.8 26.9 26.2
  • Magazines 13.2 12.8 12.5 12.2 12.1
  • Television 37.8 37.9 37.9 38.2 38.1
  • Radio 8.6 8.3 8.1 7.9 7.8
  • Cinema 0.4 0.4 0.4 0.4 0.5
  • Outdoor 5.5 5.6 5.7 5.8 5.9
  • Internet 4.8 6.1 7.5 8.7 9.5

Source: ZenithOptimedia

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