Internet advertising: wired and mobile
Overall global spending on Internet advertising—both wired and mobile—will rise to $188.1 billion in 2016 at a 15.9 percent compound annual growth rate. Paid search, a format not available in other media, will continue to attract spending, whilst increasing traffic on social networking sites and growing time spent online are attracting advertising and fuelling growth in banner/display advertising. Online classifieds will gain share from the print media and will benefit from improving economic conditions in certain countries; faster broadband speeds and increased TV streaming from broadcasters and over-the-top providers will drive online video advertising; and growing tablet and smartphone penetration and growth in the mobile Internet access subscriber base will boost mobile advertising.
China to pass Japan in 2013 to become second largest internet advertising market
China will have the fastest-growing Internet advertising market in Asia Pacific, growing at a 32.1 percent CAGR to $31 billion in 2016, and overtaking Japan in 2013 as the region’s largest market and second-largest in the world behind the US.
By 2016, global mobile internet advertising revenues of $24.5 billion will grow at 36.5 percent compounded annually, to almost match the size of the classified internet advertising market. However, paid search at $78.1 billion and banner/display at $46.6 billion will retain the lion’s share of the market in 2016.
Paid search advertising retains majority share of internet advertising by 2016
Spending in Central and Eastern Europe grew by 36.7 percent in 2011, led by a 56.4 percent rise in Russia, and will continue to grow at a 22.7 percent CAGR to $8.1 billion in 2016.
Internet advertising in CEE
How we define this segment
Internet advertising: wired and mobile consists of spending by advertisers on paid search, banner/display, classified, video and other online formats such as email and sponsorships; and advertising delivered to mobile devices such as smartphones and tablets via formats designed for these devices. The Internet advertising category includes advertising revenues for
online and mobile television,
newspaper,
consumer magazine,
trade magazine,
directory advertising and
radio that are also included in the respective segments.
What data is included?
Forecasts for the internet advertising segment across 48 countries cover (where available):
Regions/countries covered
|
| North America |
EMEA |
|
Asia Pacific |
Latin America |
Canada
United States |
Western Europe
Austria
Belgium
Denmark
Finland
France
Germany
Greece
Ireland
Italy
Netherlands
Norway
Portugal
Spain
Sweden
Switzerland
United Kingdom |
Central and Eastern Europe
Czech Republic
Hungary
Poland
Romania
Russia
Turkey
Middle East/Africa
Israel
Middle East/North Africa †
South Africa |
Australia
China
Hong Kong
India
Indonesia
Japan
Malaysia
New Zealand
Pakistan
Philippines
Singapore
South Korea
Taiwan
Thailand
Vietnam |
Argentina
Brazil
Chile
Colombia
Mexico
Venezuela |
| †Comprises Algeria, Bahrain, Egypt, Jordan, Kuwait, Lebanon, Libya, Morocco, Oman, Qatar, Saudi Arabia, Syria, and the United Arab Emirates |
- Banner/display advertising spending
- Search advertising spending
- Classified online advertising spending
- Video online advertising spending
- Rich media/other advertising spending
- Mobile Internet advertising spending
