Data from MANAGEGLOBAL advertising , estimates online /digital advertising to
grow by 10.6% each year through 2016 after rising by 12.5% during 2011. The online
medium will account for $70.9 billion in global advertising during 2011, and
$117.5 billion by 2016, a gain from 17% of the global total in 2011 to 21% in
2016. The largest markets will remain the same through this time horizon, with
the US, Japan, Germany, the UK and China dominating, but with China’s growth
accounting for the largest gains in years ahead. China will account for 9% of
the world’s online advertising by 2016, up from 5% in 2011.
Online video is the fastest growing internet-based
segment, although the divide between online video and traditional TV is blurry
in many countries, especially where conventional Pay TV penetration is low and
consumer habits associated with accessing content are not entrenched.
In many countries online video will be viewed as an extension of TV, and in others it will be an extension of other online activities. The sector should grow by 19.6% each year on average through 2016, after growth of 40.0% in 2011. The sector should rise in value from $4.7 billion in 2011 to $11.4 billion in 2016.
In many countries online video will be viewed as an extension of TV, and in others it will be an extension of other online activities. The sector should grow by 19.6% each year on average through 2016, after growth of 40.0% in 2011. The sector should rise in value from $4.7 billion in 2011 to $11.4 billion in 2016.
MANAGEGLOBALis the strategic global
media unit responsible for forecasts, insights and negotiation strategy across
all media channels on behalf of Mediabrands, part of Interpublic Group (NYSE:
IPG).
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