“We predict internet advertising to pass three milestones over the next three years,” ZenithOptimedia’s forecast said. “We expect it to overtake radio advertising in 2008; to attain a double-digit share of global advertising in 2009; and to overtake magazine advertising in 2010, with 11.5% of total ad spend.”
In 2008, Worldwide internet ad spending will climb to $44.6 billion from about $36 billion, as such, the Internet will overtake radio to become the fourth largest medium with 9.4% of global advertising share; and in 2010, it will overtake magazines to become the third largest medium with an 11.5% share.
Even TV, still the biggest and most powerful way to reach a lot of customers at once, is projected to essentially hold its ground on the global stage, taking a 37.9% slice in 2008 after getting 37.7% in 2007. Outdoor, for its part, will expand its stake to 5.7% from 5.6%, and cinema will improve to 0.5% from 0.4%.
“By 2010, China will be the fourth largest advertising market in the world and Russia will be 6th,” Jones says.
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