Forecast: Web spending to hit 18% of global ad outlays in 2013

Worldwide ad spending will rise 4.9% this year, to $449.6 billion, according to a report from ZenithOptimedia. The firm is predicting that Web outlays will constitute 14% of all ad spending this year, rising to 18% in 2013. Given that much online marketing spending is on efforts not characterized as measured media, the totals for Internet spending are likely to be much higher, according to ZenithOptimedia CEO Steve King. “The key result of this update is the continued rise of developing markets and digital media, and their central role in driving global growth,” he said in the report.  Bloomberg


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