Digital, mobile will drive advertising past $2 trillion

By 2011 the global ad spend is expected to surpass $2 trillion, with more than $153 billion from each territory coming from digital and mobile ads. Online advertising is expected to account for more than 11% of all advertising dollars by 2011.

The increased use of broadband will drive much of the increase, with Canada expected to see the largest increases in spending, according to the report.

This is great news for those already creating a foothold in the online world. Those who are ready for the shift online and those who are already creating an online relationship with consumers will have the most to gain.

Spending on convergent platforms - the home computer, handheld devices and television - is expected to skyrocket, accounting for more than 70% of entertainment and media spending over the next five years.

Marketers who are already working the paid search, social marketing and online video platforms should plan to diversify even more according to the report. Simply conducting a paid search campaign or buying display ad space within a social network won't be enough in the coming years. Including a mobile website, promoting an online business through television/video spots and offering coupons from mobile sites that can be used on-and-offline will help sustain individual business growth.

Tags: mobile marketing, online adveritising, social marketing