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EMarketer sees global Internet ad spending up 12% this year

Worldwide spending on online advertising is expected to jump 12% to $61.8 billion this year, as marketers increasingly turn to the Internet in search of more effective ads, according to a report released Wednesday.

Research group eMarketer also forecast that online ad spending will leap to $96.8 billion by 2014, growing at an annual rate of 11.9% despite the slow, uneven and fragile global economic recovery. As a result, the Internet's share of total ad spending worldwide is seen jumping from 11.9% in 2009 to 17.2% in 2014.

"The recession has propelled online advertising by forcing marketers with limited budgets to make every dollar count," said eMarketer analyst Jared Jenks on Wednesday.

Total media advertising spending worldwide fell 10.5% to $465.1 billion in 2009, while online ad spending grew 2% to $55.2 billion last year, the report said.

Internet search and advertising leader Google Inc. has maintained that advertisers are moving online because Web ads are more measureable and effective than ads in traditional media.

Advertisers are also responding to a shift in consumer habits that has seen people spending an increasing amount of their time in front of their computers and less time watching television.

Google said earlier this month it was "very pleased" with the rise in advertising across all sectors as a growing number of traditional brand advertisers embraced search advertising and increasingly ran integrated campaigns across search, display, and the mobile Web.

Rival Yahoo Inc., on the other hand, disappointed investors last week when it reported lackluster revenues, claiming it was hurt by an unexpected pullback by some advertisers in display advertising during the latter part of June.

Shares in Google were down 1.3% at $485.98, while Yahoo was flat at $13.95.

Источник: Total Telecom

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