“Global advertising firm ZenithOptimedia helped kick off the 40th UBS Annual Media and Communications Conference in New York City today by releasing its forecast for global ad growth through 2015,” Alex Brokaw reports for Minyanville. “Global ad expenditures are projected to continue their upward growth trend, according to the company’s research. The expansion in spending will increase year over year, from 2.2% in 2011 to 3.3% in 2012, 4.1% in 2013, and 5.6% in 2015.”
“Online advertising expenditures will continue to lead the market, expected to be responsible for 59% of growth in total spending. It’s expected to grow 15.2% in 2012, and 14-15% annually from 2013 through 2015,” Brokaw reports. “ZenithOptimedia predicts that social media and mobile advertising will play a significant role in driving online ad spending; the company noted that online firms large and small — in particular Apple, Amazon, Google, Facebook and Microsoft — are pushing for new, more effective platforms.”
Brokaw reports, “ZenithOptimedia’s research on ad revenue per user shows that although rates are still low, they have improved — from $9 per user in 1995 to $49 per user in 2011. The three biggest mobile ad networks as of 2011 were Google (AdMob: 24.8%), Apple (iAd: 18% share), and Millennial Media (17.7% share). Facebook is expected to enter this market in 2013. ZenithOptimedia predicts online ad spending will jump from an 18% marketshare in 2012, to 23.4% in 2015. Meanwhile, traditional print advertising will shrink by 1% annually. At this rate, by 2013 Internet advertising will become larger than newspaper advertising, and by 2015 it will surpass newspaper and magazine advertising combined.”
Read more in the full article here.
Related articles:
Apple touts success of its Land Rover iAd campaign (with video) – August 6, 2012
Apple ups iAd revenue from 60% to 70% – April 2, 2012
Apple nabs Adobe exec to oversee iAd mobile advertising platform – January 4, 2012
I think I’m more shocked that it hasn’t surpassed it already.
Me too. I had thought online surpassed print. Things are moving so fast I think it’ll happen before 2014. 15% online growth is a very conservative figure.
Wasn’t there a piece on the net just the other day saying that Google had surpassed all print media in advertising revenue?
The surprise to me is that in 2011 (these are last year’s numbers) Apple iAd was already at 18% of the total, over 70% of the Google share. I’d love to see the trend lines for both of them, but given that Apple are much later to this party, those numbers must scare Google. And they may help to explain Google’s manic scattergun efforts to compete with Apple across the board, including in own devices. Also why Apple want to cut out the Google lead in location-based ads, the only area where Google were building a virtual monopoly – hence the premature Maps app!
I say ‘bring on the ads’ as long as they are targeted, relevant and timely. I am so tired of mass media ads that have nothing to do with me being shoved in my face (read TV, billboards, newspapers and to some extent newspapers)