Slow Recovery Ahead for Total Media Ad Spending

eMarketer recently published its first ever worldwide ad spending projections, forecasting double-digit growth in the online space as the global economy continues to improve.

That fast digital growth will be supported by rising spending around the world, with increases coming especially quickly to the developing markets in Asia-Pacific, Eastern Europe, Latin America and the Middle East and Africa.

The outlook for total media spending is also positive, but less so. The advertising market as a whole took a significantly bigger hit during 2009—down 10.5% around the world compared with a small rise of 2% in the online space. By 2014, eMarketer predicts $564 billion in total ad spending around the world.

In addition, its recovery will be slower. Marketers who turned to digital for its effectiveness and measureability in tough times will continue to appreciate those qualities as budgets go up, and with the world’s population spending more and more time with digital media, dollars will follow eyeballs.

Even the gains that overall ad spending will make in coming years will be largely due to spending online, which is included in the total. Traditional media, for the most part, will remain stagnant or in decline.

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