13 October 2018

Spending on Internet advertising will increase more than 31% in two years


According to a forecast by Zenith Optimedia, global spending on Internet advertising will increase by 31.5% between 2011 and 2013, expecting to reach 72.18 billion dollars this year and 94.97 billion in 2013. In the meantime, Total advertising spending is expected to increase 12% for the same year, reaching 519.86 billion.

Zenith’s report also expects that global spending on TV and outdoor advertising will grow 13.5% and 12.5% ​​respectively in the same period. On the other hand, advertising investment in film and radio will grow but at a much slower pace, while in newspapers and magazines they should be reduced.

Of all the figures handled in the report, the proportion of investment in the Internet is the most significant where graphic advertising will grow the most, exceeding the 36% range compared to what it will raise this year. Similarly, the search for payment will grow by 33%, from 35.1 billion to 46.6 billion in 2013. The classified ads on the Internet would also grow by 18%, although the figures it moves would be a relatively large increase small (it would go from 11,810 million dollars to 13,960 million in two years).

The analysis also shows the importance that the US will have in these increases, which will lead the expansion tripling what Japan will raise, being the country that will contribute the most money in online ads with respect to the world market in the next three years (13.8 thousand millions of dollars).

However, it will not be only because there are five developing countries that will give the final impulse when investing large sums: China (which will contribute almost the same as the US with 13 billion), Russia (6.1 billion), Brazil (3, 5 billion dollars), Indonesia (2.5 billion) and India (2.6 billion).

In general, Zenith Optimedia expects that developing markets will contribute 62% of advertising investment in the next three years.