OPA Intelligence Reports

Posted in Research on 01/14/2013 By Mark Glaser

Digital to take 25% of global ads

Digital advertising is on a meteoric rise worldwide, surpassing $100 billion in 2012 with more double-digit growth expected in 2013, according to new research from eMarketer. The research shows digital ad spending—including online and mobile advertising spending—should reach 21.7 percent of the overall global ad market in 2013 (with $118.4 billion in spending, 15.1 percent growth) and will reach 25 percent by 2016.

North America holds the lion’s share of that spending with 32 percent of the global digital ad spend. But expect the Asia-Pacific region and Latin America to show big growth and catch up. Another report from eMarketer shows that despite the economic woes worldwide, the global ad spend overall is bucking trends. Total ad spending grew 5.4 percent in 2012 to just less than $519 billion and the firm expects that kind of growth to continue into 2016. Much of that growth is coming from emerging markets, however. Overall, growth in North America is expected to be significantly slower than the likes of Latin America or the Asia-Pacific region. In Latin America,  ad spending was up 11 percent in 2012 to $34.66 billion. By 2016, ad spending in Latin America will reach $51.33 billion.