Digital Advertising to Grow 14.6% in 2013
The transition of the media industry from traditional to digital formats is continuing its steady march. Last year, on a global basis, digital ad spending reached an all-time high. This year, the category should experience a 14.6% growth rate and account for 21% of measured ad spending.
GroupM’s latest release points out that marketers spent $99 billion on digital advertising in 2012. Top spending by region included North America, Asia-Pacific and Western Europe. With total estimated digital spending of $113.5 billion in 2013, the U.S. market should account for $39.7 billion.
Global Chief Digital Officer Rob Norman is particularly bullish on the tablet saying, “Media is being re-imagined for the tablet and is increasingly seen as the future home of what we have always described as the print industry, the decline of which is precipitous with ever fewer exceptions.” The ‘This Year, Next Year: Interaction 2013’ report points that marketers continue to spend 24% of the global media dollar on print while consumers are spending only 14% of their time with the format. The mismatch is largely attributable to China.
GroupM analysts note that each e-commerce shopper will spend $859 in 2013. As this figure continues to grow, marketers will want to improve their online advertising strategies.
Do your plans in 2013 include a big jump in digital advertising?[Source: Global Internet Spend. Bestmediainfo.com. 1 Apr. 2013. Web. 9 Apr. 2013]