Global Online Ad Spending Marches On

• Posted: Sunday, April 06, 2008
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• Author: pradhana
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• Filed under: Ad Spending, Internet Advertising, Online Advertising

ZenithOptimedia has substantially increased its global online advertising forecasts, reflecting a continued shift from traditional to digital media.

The firm projects that, by 2010, global online advertising spending will reach $67 billion and account for 12.3% of total ad spending. The previous forecast estimated $61 billion and 11.5% respectively.

This year, worldwide online advertising spending will reach $47.7 billion, or 9.7% of total media ad spending, according to ZenithOptimedia.

In the short term, asserts the researcher, online video and local search are providing a boost to online advertising, while in the longer term, behavioral targeting is expected to eventually spur many new opportunities for advertisers.

Aside from the Internet, cinema and outdoor advertising are the only formats expected to gain a greater share of total advertising spending, though not even their combined increase will rival that of the Internet's. [eMarketer]

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