Internet will be the fastest growing medium between 2011-2014, a period during which it will post an yearly 15% growth, according to ZenithOptimedia forecasts.
Among internet advertising means, display is the fastest-growing sub-category (20% annual growth), thanks to the rapid rise of social media and online video advertising. Display is growing faster than paid search (which will grow by 14% a year to 2014) and classified (6% a year). Over all internet advertising, display had a 36% share in 2011 and is expected to reach to 40% by 2014.
Internet advertising will continue to increase its share of the ad market from 16% in 2011 to 21.4% in 2014. Internet already accounts for more than 25% of ad expenditure in Denmark, Norway, South Korea, Sweden and UK and is expected to have an over 30% share by 2014 on 7 markets (Australia, Canada, Denmark, Norway, South Korea, Sweden and UK). In UK, internet attracted 33% of expenditure in 2011 and is predicted to reach to 40% by 2014.
According to ZenithOptimedia, internet generates also the most new ad dollars to global market. According to forecasts, it will reach to represent 60% of the growth in total expenditure. On the next places are TV (estimated to represent 41% of growth).
The raise of the internet happened mainly on the expense of print. According to ZO predictions, newspaper and magazine advertising to continue to shrink, by an average 2% a year by 2014.