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 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.
Forecasts for the internet advertising segment across 48 countries cover (where available):
|North America||EMEA||Asia Pacific||Latin America|
|Central and Eastern Europe
Middle East/North Africa †
|†Comprises Algeria, Bahrain, Egypt, Jordan, Kuwait, Lebanon, Libya, Morocco, Oman, Qatar, Saudi Arabia, Syria, and the United Arab Emirates|