Global Internet Ad Spend Expected to Exceed $98 Billion in 2012

NEW YORK: Spending on Internet advertising brought in $84.8 billion last year, representing 17 percent of all global measured ad expenditures, according to GroupM, which forecasts 2012’s figures to surpass $98 billion.

The $84.8 billion in 2011 was 16 percent higher than the previous year. North America was the highest in terms of digital ad spending, with an estimated $34.5 billion. The Asia Pacific came in second, with $24.8 billion. Western Europe followed with $21 billion.

The study, entitled This Year, Next Year: Interaction 2012, predicted digital ad spend will reach $98.2 billion globally, nearly 16 percent more than this year. This figure represents almost 19 percent of all measured ad investment. North America is again expected to lead the pack, with an estimated $38 billion in digital ad spend. The Asia Pacific is expected to follow with $31.4 billion, followed by Western Europe with $23 billion.

Also according to the study, digital advertising’s share of total ad investment rose from 4.4 percent globally in 2004 to a projected 18.8 percent in 2012.