According to an article on Reuters, media buyer ZenithOptimedia has increased its 2010 global advertising industry growth forecast from 2.2 percent to 3.5 percent. This marks their third 2010 forecast increase due to the accelerated economic recovery across the U.S. and Europe.

Because of the sheer market size, North America and Western Europe are expected to be responsible for a majority of the forecasted growth. However, developing markets are growing at a fast pace and are expected to continue to drive expenditures in the global ad market in the coming few years.

Over the next two years, the more developed markets are projected to grow just 2.4 percent in 2011 and 2.9 percent in 2012. In contrast, developing markets are set for more robust growth of 9.1 and 9.8 percent in 2011 and 2012.

Within the industry as a whole, the television sector has performed especially well over the last couple years as more people have been spending more time at home because of the recession. In 2012, the television sector is forecasted to earn 40.8 percent of the global ad market, up from its 39.2 percent share in 2009.

In third place, behind television and newspaper advertising, the Internet sector’s increase in global market share is being driven forward by especially rapid growth in mobile and social media world. Internet ad spending is set to account for 17.1 percent of the global market in 2012, a dramatic increase from just 12.7 percent in 2009.

via Reuters

In a remarkable feat of resistance against ailing global markets, online advertising spending grew 2% in 2009 to a size of $55.2 billion according to an eMarketer study. Although the growth in 2009 was minimal, it stands in contrast to a decrease in total media spending.

But eMarketer believes growth in the online ad sector will pick up considerably as the global economy continues to strengthen. In fact they are predicting growth of more than 10 percent every year through 2014 when the industry will be worth a staggering $96.8 billion.

“By 2014 eMarketer forecasts that figure will leap to $96.8 billion, growing at an 11.9% compound annual rate, despite the slow, uneven and fragile global economic recovery,” remarked Jared Jenks, author of eMarketer’s new report Worldwide Ad Spending. “These rates will be unmatched by other media.”

The report also predicts that in 2014, the online advertising sector will represent 17.2% of the global ad industry, up from 11.9% in 2009. This growth will be further aided by an overall decrease of 10.5% for all media and the sluggish state of the global economy.

“The reasons for this growth in share are clear,” stated Jenks. “Online is more measureable, more effective and where people are increasingly spending their time.”

via eMarketer

The May, 2010 Ad Metrix Creative Summary report was recently released by ComScore showing the various advertising formats that were most popular over the month. The informative study revealed that Flash & rich media formats together accounted for more than 40 percent of all U.S. online ad impressions in May. Impressions in standard JPEG, GIF and PNG formats made up nearly 60 percent, of which JPEG alone accounted for 42 percent.

Flash has gotten quite a bad rap as of late due to Apple’s refusal to support the format on their mobile devices. That said, developers have been migrating to alternative rich media formats, like HTML5, as they are known to earn greater CPMs than static images.

ComScore also released figures regarding the most common dimensions of the ads served in May. In terms of size, the “Leaderboard” style banner ads, typically shown at 728 x 90 pixels, and medium sized rectangles with 300 x 250 pixels were viewed the most. Banners in general made up 23.1 percent of all U.S. impressions, closely followed by rectangles with 22.7 percent and then non-standard units at 22.1 percent.

Not surprisingly, the ill-received pop-up ads are not the same nuisance they once were thanks to the sanity-saving pop-up blocker. Pop-ups (and pop-unders) represented less than 1 percent of all display ads in May. Other little-used ad dimensions include the 970 x 418 pushdown and the 468 x 648 XXL box, which represented a measly 0.1 percent of impressions.

Knowing what types of ad formats are working is imperative in order to stay competitive. ComScore releases this type of data for the benefit of publishers and advertisers alike to help them serve ads that illicit the most impressions.

via ComScore

In a recent study recently released by Forrester, they discovered that online retailers are preparing to give mobile consumers exactly what they want, which according to Shop.org is mobile ads. In a bid to stay competitive, e-tailers are gearing up for what Shop.org is calling the state of online advertising, which includes a shift of focus to the mobile sector. Interestingly, the study shows that 74% of online retailers have some sort of plan already developed to serve mobile ads to consumers.

As discussed in an article on AXcess News by Dave Porter, Shop.org believes that consumers actually want mobile ads. In fact, Scott Silverman, Executive Director says, “It’s imperative for online retailers to stay on top of what their customers want and these days it’s all mobile all the time.” Silverman goes on to explain how he believes that mobile commerce has great growth potential and will eventually comprise a substantial share of the online retail market as a whole.

Forrester estimated that online ad revenue in the U.S. alone would reach $173 billion this year, but they did not say how much of that comes from mobile ads. The report does, however, reveal that online retailers are expected to spend an average of $170,000 on mobile sites, though larger retailers will spend considerably more.

Aside from mobile advertising, search advertising will still corner the market this year, earning 40% of online advertising revenue. But social advertising is also making a big move and many online retailers are now experimenting with this new medium. However, it is still unclear whether or not the newly implemented strategies are actually translating into actual sales.

via AXcess News