Forecast: Internet ad spend will outstrip all print in 2015

Mad Men

2015 is the year when internet advertising spend will overtake combined newspaper and magazine ad spend globally, according to ad group ZenithOptimedia’s latest forecast.

That mark has already been passed in some countries, but not on a worldwide basis.

The group reckons the internet attracted 15.2 percent more ad dollars globally in 2012, though total cross-media ad spend grew only 3.3 percent.

ZenithOptimedia reckons internet ad spend will growth at 14 to 15 percent per year going forward and will be taking 23.4 percent of all advertising money in the world by 2015.

By that time, online display ad spend will be on the cusp of overtaking search ad spend for the first time.

This is not purely a digital growth story — print ad spend has been declining. But the worst of the cliff-drop, seen at the height of the 2008/09 downturn, has bottomed out, leaving more modest print cuts going forward, ZenithOptimedia projects.

Television remains the most lucrative advertising medium.

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