Global online advertising revenues will reach $143 billion (€112.6 billion) in 2017, according to a new report from Digital TV Research. The Online Advertising Forecasts report estimates that the 2017 total is more than double the $66 billion recorded in 2010 and considerably up from the $92 billion predicted for 2012.
The US will remain the dominant territory for online advertising expenditure. Its share of online advertising revenues will stay at 40% of the global total, although its online ad spend will grow from $26,040 million in 2010 to $58,133 million in 2017. The UK will retain second place, recording $11,724 million in 2017. China will overtake Japan to take third place in 2014. China’s online advertising revenues will grow from $2,600 million in 2010 to $10,808 million in 2017.
Report author Simon Murray said: “This impressive global online advertising growth will be helped as more and more households convert to fixed broadband. By 2017, 745 million homes in 40 countries will subscribe to fixed broadband, up from 473 million in 2010. The 2017 total represents 49.2% of total households, up from 33.5% at end-2010. So, online advertising per fixed broadband household will increase from $139 in 2010 onto $165 in 2012 and to $197 by 2017.”
For this report that covers 40 countries, online advertising is defined in net terms (rate card prices less discounts, agency commissions and production costs). These figures are for advertising expenditure via fixed broadband, and therefore do not include mobile advertising.
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