GroupM: Online ad share larger than predicted

Online will account for a greater-than-previously-predicted portion of global ad spending in 2011, according to media buying firm GroupM.

Digital advertising will contribute 17 percent of overall worldwide advertising this year, compared to the previous forecast of 16 percent, ClickZ reported.

In addition, the digital ad sector is increasing at between 15 and 16 percent annually. By 2012, it will surpass US$100 billion worldwide, according to GroupM.

“Digital advertising spending accounts for 20 percent and more of measured advertising in countries where it is most developed, but it still has real growth potential even in those nations,” said GroupM Futures Director Adam Smith. He pointed out that the continued use of technologies, such as behavioral targeting and video advertising, are key drivers for that spending.

However, GroupM downgraded its predictions for global overall media spending growth to 4.8 percent year-over-year, versus the 5.8 percent it predicted late last year. The company said the revise was due to world events, including the earthquake in Japan and political unrest in the Middle East.

The forecast also pointed out that ad spending across all channels will exceed $540 billion in 2012, up 6.8 percent over 2011, ClickZ reported.

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