OPA Intelligence Reports

Posted in Research on 12/03/2012 By Mark Glaser & Courtney Lowery Cowgill

2013: Online ads beat broad market

The broad advertising market might end up being more sluggish than originally expected in 2013, thanks to concerns about the U.S. budget, Europe’s financial woes and a lack of any big media events in the coming year. But the Internet ad market doesn’t seem to care. Data from Bloomberg Industries predicts that total global ad spending in 2013 will increase just 4.9 percent – to $530 billion. (That’s down from 6 percent predicted earlier.) But global online ad spending is on its way to a 15 percent jump in 2013 – from $88.4 billion this year to $101.8 billion in 2013, according to the Zenith Optimedia Group. And, WARC’s latest “International Ad Forecast” is predicting Internet advertising should grow 9 percent in 2013.

Experts foresee mobile providing big chunks of that online spending gain. eMarketer predicts a 51 percent growth in mobile ad spending in 2013 and a recent IAB report affirms that notion for Australia. The IAB/PricewaterhouseCoopers’ Online Advertising Expenditure Report report shows that in 3Q 2012, mobile advertising increased 190 percent year over year and 25 percent over the previous quarter in Australia. Maria Martin of PricewaterhouseCoopers said: “While the online advertising sector is settling into strong and sustained growth, it’s clear that the search by marketers for new ways to engage with consumers is fueling mobile advertising growth rates.”