Worldwide online advertising revenues are forecast to reach $61.0 billion in 2010, up 12.4% over 2009 levels, according to MagnaGlobal.
Global online advertising is forecast to grow 11.7% in 2011—and thereafter by an average annual rate of 11.0% through 2015, reaching $103 billion in global spending that year.*
Below, additional projections issued by Magna.
Paid Search is expected to account for 49% of total global online spending, reaching $29.8 billion in 2010, up 16.5% from 2009 totals.
The remaining portion of online advertising (roughly 51%) is forecast to reach $31.2 billion, up 8.7% from 2009.
North-American Online Advertising
Ad growth projections for North America are in line with global forecasts overall: Total US online spending is forecast to reach $27.2 billion in 2010, up 12.3% from 2009.
US paid search is expected to account for 48% of total global online spending, reaching $13.0 billion in 2010, up 16.4% from 2009 totals.
The remaining portion of US online advertising (roughly 52%) is forecast to reach $14.1 billion, up 8.8%.
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Primary Factors for Sustained Ad Growth
The ongoing global economic recovery has contributed some modest uplift in prior expectations of growth, according to Magna, but "secular" factors are the primary cause of the rapid and sustained pace of online ad development, including the following:
- The rising numbers of online businesses.
- The competitive intensity among advertisers within similar brand categories.
- The increasing presence of large brands that otherwise prioritize television advertising.
*Currency fluctuations not taken into account.
