Digital Ad Spending: $100 Billion & Rising
Will Account For 22% Of Total Amount Spent On Media Ads
Having surpassed the $100 billion mark for the first time last year, global digital advertising spending will increase 15% to $118.4 billion in 2013, according to a new report from research firm eMarketer. Including online and mobile advertising and other message-based formats, digital advertising spending will account for 22% of the total amount spent on ads in all media this year, should eMarketer's estimate ring true. By 2016, spending on digital ads could account for a quarter of the market, the research shows.
At 39%, North America accounted for the greatest share of all digital ad spending at the end of 2012. Over the next three years, however, North America and second-place Western Europe will lose share slightly as emerging markets in Latin America and Asia-Pacific gain ground. By 2016, 37% of spending will come from North America, and 24% from Western Europe. That same year, Asia-Pacific will contribute 30% of all digital ad spend in the world. While just 7% of ad dollars go to digital media in Africa and the Middle East, eMarketer anticipates that the percentage will double by the year 2016.
eMarketer forms its estimates of digital ad spending around the world based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, estimates from other research firms, and consumer Internet usage trends.