Global online advertising is forecast to grow 11.7% in 2011—and thereafter by an average annual rate of 11.0% through 2015, reaching $103 billion in global spending that year.*
Below, additional projections issued by Magna.
Paid Search is expected to account for 49% of total global online spending, reaching $29.8 billion in 2010, up 16.5% from 2009 totals.
The remaining portion of online advertising (roughly 51%) is forecast to reach $31.2 billion, up 8.7% from 2009.
North-American Online Advertising
Ad growth projections for North America are in line with global forecasts overall: Total US online spending is forecast to reach $27.2 billion in 2010, up 12.3% from 2009.
US paid search is expected to account for 48% of total global online spending, reaching $13.0 billion in 2010, up 16.4% from 2009 totals.
The remaining portion of US online advertising (roughly 52%) is forecast to reach $14.1 billion, up 8.8%.
Looking for great digital marketing data? MarketingProfs reviewed hundreds of research sources to create our most recent Digital Marketing Factbook (May 2010), a 296-page compilation of data and 254 charts, covering email marketing, social media, search engine marketing, e-commerce, and mobile marketing. Also check out The State of Social Media Marketing, a 240-page original research report from MarketingProfs.
Primary Factors for Sustained Ad Growth
The ongoing global economic recovery has contributed some modest uplift in prior expectations of growth, according to Magna, but "secular" factors are the primary cause of the rapid and sustained pace of online ad development, including the following:
- The rising numbers of online businesses.
- The competitive intensity among advertisers within similar brand categories.
- The increasing presence of large brands that otherwise prioritize television advertising.
*Currency fluctuations not taken into account.
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