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BizReport : Advertising archives : April 10, 2012

Global online ad spend nears $100 billion

This year will see more than $98 billion spent on online advertising worldwide, according to new figures reported by GroupM, a 16% rise on 2011.

by Helen Leggatt

Worldwide ad spend last year totaled almost $85 billion, reports GroupM, with North America leading the way with a total spend of $34.5 billion. The Asia-Pacific region totaled $24.8 billion followed by Western Europe with $21 billion.

2012 will see global online ad spending exceed $98 billion, says GroupM, another 16% year-on-year rise. That figure represents approximately 19% of overall global ad spending.

GroupM's regional 2012 online ad spend forecasts are:

North America: $38 billion
Asia-Pacific: $31.4 billion
Western Europe: $23 billion

"In the U.S., digital advertising spending hit $32.2 billion in 2011, representing a 22% share of the overall domestic market and a 12% increase over the previous year, according to the study," says GroupM in a recent press release.

"This year those figures are expected to reach $35.4 billion for a 23% share and a 10% increase over 2011."

Other findings from the report include:

- Across the 20 countries surveyed, the average amount of time consumers spent online increased to 19% in 2011, up from 11% in 2006;

- The number of homes with broadband connectivity tripled in the same period, to 500 million households;

- Average online ad investment per online user doubled between 2006 and 2011;

- E-commerce accounts for 5% of total global retail spending.

Tags: e-commerce, global ad spend, online advertising, online trends

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