Digital to be 22.7% of this year’s ad spend


Digital advertising will account for 22.7% of all worldwide ad investments this year, or about $117.60 billion. That’s up 13% compared with 2012, according to estimates from eMarketer. Next year, digital ads will account for 24.4% of all global ad dollars spent. Global ad spend will rise 2.8% to more than half a trillion dollars in 2013, driven by continued adoption of digital devices and internet connectivity, according to eMarketer’s latest Global Media Intelligence Report, produced in collaboration with Starcom MediaVest Group.

Still, the global economy is in recovery mode, and while total media ad spending will be up this year, the rate of increase will not be particularly strong compared to last year’s 4.4% spending increase. In total, eMarketer estimates ad spend around the world will reach $517.10 billion this year.

Digital, however, is a bright spot—particularly mobile. eMarketer estimates mobile spending will hit nearly $15.82 billion, representing a whopping 79.7% YOY increase.

More highlights:

  • Internet users: More than 36% of the global population today, compared to 21.7% in 2008.
  • Mobile phone users: 60.7% of the population this year, compared to 40.0% in 2008.
  • Smartphone users: Just under one-third of mobile users and about 20% of the global population, compared to 3.7% of mobile users and 1.5% of the population in 2008.
  • Social network users: About a quarter of the global population, compared to 8.3% in 2008.
  • Facebook users: More than 15% of the global population, compared to 3.1% in 2008.
  • Total ad spending: $517.10 billion in 2013, up 2.8% from last year, compared to $484.30 billion in 2008.
  • Digital ad spending: More than 22% of total ad spending in 2013, compared to 12% in 2008.
  • Mobile ad spending: Just 2.6% of total ad spending and 11.9% of digital ad spending, compared to 2.1% in 2008.