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BizReport : Research archives : September 17, 2010

eMarketer: Global online ad spend to top $100 billion in 2014

The latest Global Intelligence Report, from eMarketer and Starcom MediaVest, shows global online ad spend rising to almost $100 billion in 2014, with North America's growth faster than Western Europe.

by Helen Leggatt

Increased investment in video advertising, among other things, will push global digital ad spend up 12% this year. This means digital will make up around 17% of total global ad spend, found the eMarketer/SMG report, which looks at digital trends across all global regions, and looks at 29 countries specifically which have been identified as core target markets.

Over the next four years overall North American online ad spend is forecast to reach $40 billion, with growth rising at a more rapid rate than Western Europe. EMarketer predicts by 2014 online ad spend will be at $24.3bn in Western Europe.

"Digital always exceeded the growth rate of traditional media," said Geoff Ramsey, chief executive officer at eMarketer. "We will see in the future, as we do already in the U.K., online encroaching upon television."

Online ad spending in Latin America, while small compared to more mature regions, will more than double over the next four years, growing from $2 billion in 2010 to $4.2 billion in 2014.

In the Asia-Pacific market, online ad spending in 2014 will account for $22.2 billion, or 22.9% of the worldwide total.

Tags: ad spend, global advertising, online advertising, worldwide

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