Online Ad Spend Forecast – various projections

With the world economic slowdown every business seems to be hit in some form or the other. Media is no exception. Few interesting reports,

• US Online ad spending will climb by 8.9% in 2009 (reduced from the earlier projection of 14%), from $23.6 billion to $25.7 billion according to eMarketer. The growth is expected to be 10.9% in 2010 and 13.5% in 2013.
• According to ZenithOptimedia, India ad spending is expected to grow by 13% in 2009. Internet advertising continues to grow rapidly as advertisers turn to it for its innovation and accountability, which is particularly important in a recession when every line of a budget must be justified. ZeithOptimedia still expects internet advertising to grow by 18% in 2009, including 18% growth in North America and 12% in western Europe. They forecast the internet to take a 15.6% share of global ad expenditure in 2011, 5.2 percentage points ahead of magazines and 5.6 points behind newspapers, having narrowed the gap from 15.1 points in 2008.
• Newspapers’ advertising volume drops 60 per cent in the first week of November 2008 [source afaqs].
• Spending cuts will be most severe for newspapers, magazines and radio as advertisers are shifting to digital media (applause!). One bright spot continues to be Internet, which will keep growing. According to GroupM, internet spending will increase 5% in 2009, down from 18% in 2008.

Too many researchers giving too many different estimates. Confusing. Best to just concentrate on work, work and work, the rest will fall into place. We have to be positive and move forward.