Global Online Ad Growth Across Regions, US Still In Lead

By June 15, 2011
Climbing numbers

All regions are seeing healthy growth after some recession recovery. Market share and growth rates show much influence from market maturity and spending numbers.

As national economies recover from the recession, online advertising spending is following. This year, total ad spending will grow 20.2 percent to $80.1 billion. The US will be spending its share, as North America has the largest section of worldwide digital media ad cashflow. In 2011, the entire continent is predicted to command 41.7 percent of global spending, with 39.1 percent of which will come from the US. 

Other regions are growing their spending, and eMarketer analysis shows the US will lose some market share, but at nearly forty percent of ad dollars still maintains a large presence in the arena.

The forecast continues through 2015, and during this time "Asia-Pacific, Eastern Europe, Latin America, and the Middle East and Africa will all gain share, though Asia-Pacific is the only one of those regions with significant levels of spending during the forecast." This region's spending will increase from $16.4 billion in 2010 to $34.6 billion in 2015, a two-fold increase. China, the region's only specifically analyzed country in this study, will nearly triple its spending from $3.7 billion to $11.3 billion, proportionally increasing from 5.4 percent to 8.6 percent.

Growth rates in mature markets, such as in North America and Western Europe, do not show as impressive, since the higher base of spending leaves less room to increase, as opposed to the high rates of emerging countries. But this year, North America and the US will increase more quickly than in Asia-Pacific -19.8, 20.2 and eighteen percent, respectively. 

Pulling back from a digital focus, total media ad spending shows slow but steady growth in mature market regions, while developing regions show faster gains. Total spending for North America in terms of share will drop from 33.4 percent in 2011 to 31.1 percent in 2015, eMarketer expects, while Asia will rise from 29.6 to 32 percent.

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