THE INTERNET IS STILL THE FASTEST GROWING MEDIUM FOR ADVERTISING

 

Internet advertising is continuing to take market share away for traditional media.  According to FIPP’s World Magazine Trends 2013/14*, “The prediction is that Internet advertising will increase its share of the ad market from 18.4% in 2012 to 24.6% in 2015 and that Internet advertising overtakes newspapers for the first time in 2013, exceeding the combined total of newspaper and magazine advertising in 2015.”

 

 Other Key Trends:

 

• Online Revolution: as an advertising medium the internet is still the fastest growing medium. It grew from 16.3% over the course of 2012 (US$88,579m), and forecasts show an average of 15% annual growth for 2013 to 2015.



• Mobile Growth: the fastest-growing Internet channel.  In 2013, mobile advertising expenditure had grown 77%, rising from 9% of total Internet advertising to 15%, to reach $14 billion and by 2015 is set to more than double in size to $33 billion, or a quarter of all Internet advertising expenditures.



• Media Outlook: data predicts a double or triple digit digital growth figures within five years in Asia Pacific. Circulation revenue will grow from US$154m in 2012 to US$1,269m – a growth of over 800%.



• Media Mix: is shifting from printing towards internet In Europe. Internet is the second medium with 21% share, followed by newspapers and magazines. The growth in B2B circulation revenue is particularly spectacular: forecasts show an increase from $US74m in to $US931m in 2017.



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*The 19th edition of FIPP World Magazine Trends 2013-14 is available in print, digital and Excel editions. Published by FIPP - the worldwide magazine media association, Trends is the annual monitor of the magazine media, country-by-country, region-by-region and globally. Data is provided by ZenithOptimedia and PricewaterhouseCoopers, FIPP national associations, publishers and industry experts.

Learn about the  Transition to Digital Advertising in a recent post by NTENT.