GroupM: Online, Mobile, Gaming To Get 15% Of Global Ad Spending In 2009

WPP’s (WPP) media buying agency GroupM predicts that “interactive media” — loosely defined as online, mobile and gaming — will gather up 15% of all global advertising in 2009, up from 11% of the global total in 2007. Last year’s increase was driven by improved mobile phone handsets, cheap laptops and faster broadband in the U.S. and Western Europe. GroupM simply attributes next year’s growth to secular trends — money is moving away from traditional media and toward digital.

Nothing new there. GroupM’s study, which covers 35 countries, points out that interactive advertising has been the principal source of global advertising growth since 2001. GroupM predicts demographics alone will sustain growth for at least another generation as under-25 year-olds carry their Web-use habits into middle-age.

Where will interactive advertising take the biggest share in 2009? GroupM predicts:

UK: 30%
Denmark: 24%
Sweden: 23%
Japan: 17%
U.S.: 16%
China: 10%

See Also:
Another Bank Drops Internet Advertising Forecast, A Bit
Procter & Gamble, et al, Changing The Way They Buy Ads, “Wreaking Havoc” With Big Media
Online Slowdown: It’s Here
Murdoch: U.S. Economy “In For A Very Hard Time”

NOW WATCH: Tech Insider videos

Want to read a more in-depth view on the trends influencing Australian business and the global economy? BI / Research is designed to help executives and industry leaders understand the major challenges and opportunities for industry, technology, strategy and the economy in the future. Sign up for free at