While some industry analysts predict a meager recovery in the total ad market for 2010, there’s one segment that will grow globally: online. According to GroupM, online advertising should comprise 14.6% of all spending next year or about $65 billion. Online represents one of the few media sectors experiencing growth and is expected to end 2009 with an overall 11% of the market. For the U.S. market, GroupM foresees an even brighter picture. Analysts predict that the digital segment will account for 17% or $24.4 billion for 2009.
And one trend that remains consistent in almost every market is the way growth in online segments will occur. As I’ve pointed out in other posts during the past month, marketers plan to increase their spending on search and mobile. While growth in display advertising may occur in the Asian Pacific market, it isn’t expected to grow in the U.S.
GroupM analysts emphasize that paid search is less efficient during recessionary times but it is still perceived as the best way to carry out direct online marketing. These same analysts believe that growth in the online ad market will continue to chip at the market share currently held by TV and newspapers in 2010.[Source: Quenqua, Douglas. Web Will Account for 15% of Total Ad Spend in 2010, ClickZ, 9.22.09]