Interactive to capture 15% of ad spend next year

by David Allott Media Week 25-Jun-08, 10:50

LONDON - Interactive media's share of global advertising spend will hit 15% next year, according to a report from GroupM.

The report, Interaction: Addressable, Searchable, Social and Mobile, reveals that global ad spend on interactive media - specifically internet, mobile and gaming - reached 11% last year.

Covering 35 countries, the report identified Western Europe and the US as the main drivers for growth in interactive media spend.

The report also identifies that in 2007, 45% of global interactive media ad spend was display advertising, compared with 38% from paid search.

It went on to highlight a strong correlation between high levels of interactive advertising spend with specific markets' broadband internet penetration.

The Danes were identified as the highest online spenders worldwide, topping US$1,000 (£508) per person in 2007, compared to an average of US$471 £240) worldwide.

Rob Norman, global chief executive for GroupM Interaction, said: "This report sheds considerable light on how best to use these platforms and how marketers can get the most out of their investment in them."