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Getting Ready For Digital Advertising 2010

Posted on 24. Sep, 2009 by Antonella Stellacci in News

According to a forecast from ad firm GroupM, the Internet will account for 15% of global ad spending in 2010, hitting $65bn annually, as advertisers continue to shift their budget from traditional media to digital

• 6% of it will go to Mobile which is expected to experience the biggest increase (+19%) as mobile apps continue to spread;
• 43% will be allocated to search, which continues its steady growth;
• 34% should be the share of display ads, the only sector who might see a decrease of -1%

Who will win this growing budget? And will they be able to prove the effectiveness of the digital medium? All major players are warming up a the idea of the $65bn, announcing new tools or partnerships or mergers.

A few very recent facts:

• Google has started it push on display, now folded into its ad exchange market, where it should be easier to buy and sell inventory.
• Adobe bought Omniture.
• Omniture is partnering with ComScore – so expect ComScore data soon to show up into your analytics dashboard.
• Facebook and Nielsen have united to create BrandLift, opt-in polls which should provide advertisers with evidence that the Facebook value is not measured just by clicks (else it would be very small compared to the size of its audience).

Will 2010 be a tipping point for digital advertising? How far is it from delivering its promise? I guess we’ll see more such news in the coming months.