The Internet’s share of global ad spending is expected to grow in the next several years, and pass newspaper ad spending for the first time in 2013.
The Net’s share of global ad spending is expected to grow from 15.9 percent in 2011 to 21.2 percent in 2014, exceeding 30 percent in four markets, according to ZenithOptimedia, as reported by The Hollywood Reporter. ZenithOptimedia also forecasts that Internet spending will for the first time top newspaper ad spending in 2013 — with $97.8 billion compared with $88.8 billion.
Analysis also predict “ad media will feel a haves versus have-nots crunch.”
“Simply put, in scarce times, marketers are concentrating their budgets among their primary medium (often network TV for large brands seeking awareness) and a secondary medium (often digital platforms for traditional brand marketers, who typically pursue engagement-based outcomes among a subset of the population who are aware of their brand attributes),” said Brian Wieser, senior research analyst at Pivotal Research Group.
Pivotal believes print and other traditional media are likely to feel pressure, while paid online search will likely grow the most in 2012 – expanding from $14.8 billion to $17.0 billion.