In the newly released forecast report, the company pointed out that advertising spending in North America and Western Europe increased rapidly in the first half of this year, significantly better than previously expected. Canada has also emerged from the recession earlier than the United States. Its advertising spending this year is expected to grow by 5.4% overall.
This year's magazine advertisements in the United States declined slightly, and its share of total national advertising expenditure dropped from 9.8% last year to 9.3%.
The Internet continues to rise steadily and increases its share of the global market from 10.5% in 2008 to 12.7% in 2009. Moreover, according to the strength propagation forecast, the proportion of Internet advertising in total advertising expenditure will reach 17.0% in 2012, only 2 percentage points lower than the newspaper. The bidding ranking is the main driving force for the growth of Internet advertising. It accounted for 50.2% of the total Internet advertising expenditure in 2009 and is expected to reach 52.6% in 2012.
In the United States, where all aspects of the market are relatively mature, mobile advertising and device media advertising are growing faster than other Internet advertising. During the period from 2009 to 2012, social media advertising will maintain a growth rate of 30.2% per year, while Internet advertising will grow at a rate of 15.6%. Of course, these two kinds of advertisements also appear together, because many consumers will use mobile devices to participate in daily social activities, so the mobile social network will become more and more important to advertising agencies in the next few years. In 2009, mobile phone and social advertising accounted for only 5% of Internet spending, but strength spreads that this number is expected to reach 8% in 2012.
Since 1987, newspapers have been losing their market share. By 2009, its market share has dropped from 40.6% in 1987 to 23.0%, and it is likely to fall further to 19.2% in 2012.
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