New Study Projects Interactive Media Ad Share Will Reach 15 Percent in 2009
Interactive media’s share of worldwide advertising expenditures—the Internet, mobile and gaming—is projected to reach 15 percent in 2009, nearly double the amount recorded four years ago, according to a new study by GroupM. This category will remain the largest source of advertising growth as ad spending in traditional media continues to decline, according to the study.
The survey showed that ad spending in interactive media reached 11 percent last year, sparked mostly by gains recorded in the U.S. and Western Europe, as well as by the increased use and availability of improved handsets, inexpensive laptops, faster broadband and extensive WiFi connections.
The survey covered 35 countries and shows digital advertising’s share of total ad investment rising from 8 percent in 2005 to 15 percent in 2009. It points out that Internet advertising has been the principal source of media investment growth in western nations since 2001 as spending in traditional media has leveled off.
“This report aims to improve advertisers’ success rate in digital marketing,” said Rob Norman, global CEO of GroupM Interaction. “There’s little doubt that interactive channels are increasingly vital to delivering reach and engagement and will only become more so in the coming years. This report sheds considerable light on how best to use these platforms and how marketers can get the most out of their investment in them.”