Global online advertising revenues are set to reach £90bn by 2017 – a figure which does not even including mobile advertising – according to a new report which shows the UK in second place behind the US in terms of spend.
Digital TV Research’s Online Advertising Forecasts report estimates that the 2017 total is more than double the £42bn recorded in 2010, and considerably up from the £58bn predicted for 2012.
According to IAB predictions, UK spend alone could top £5bn this year, although this includes all forms of digital marketing such as mobile and video. It soared 12.6% to a record six-month high of £2.59bn in the first half of 2012.
The Digital TV Research study maintains that the US will remain the dominant territory for online advertising expenditure. Its share of online advertising revenues will stay at 40% of the global total, although its online ad spend will grow from $26bn (£16.4bn) in 2010 to $58bn (£37bn) in 2017.
The UK will retain second place, recording £7bn in 2017. China will overtake Japan to take third place in 2014. China’s online advertising revenues will grow from £1.6bn in 2010 to £6.9bn in 2017.
Report author Simon Murray said: “This impressive global online advertising growth will be helped as more and more households convert to fixed broadband. By 2017, 745 million homes in 40 countries will subscribe to fixed broadband, up from 473 million in 2010. The 2017 total represents 49.2% of total households, up from 33.5% at the end of 2010.”
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