IDC Digital Marketplace | The Hidden Internet ... Exposed

Worldwide spending on Internet advertising will total $65.2 billion in 2008, which represents nearly 10% of all ad spending across all media. With IDC's Digital Marketplace Model and Forecast projecting 15-20% annual growth throughout the forecast period, this share will reach 13.6% by 2011 as Internet ad spending grows to $106.6 billion worldwide.

"Compared to more mature types of advertising, Internet advertising is growing at a phenomenal rate," said John Gantz, chief research officer at IDC. "But Internet advertising is still relatively new and growing from a much smaller base. By the end of the forecast period, spending for Internet advertising will trail direct mail - the third largest form of advertising - by more than $30 billion, while spending on TV and print ads will each be nearly twice as great as for online ads. The long-term opportunity for Internet advertising can be seen in the disparity between per capita spending. Total advertising revenues equate to more than $105 per inhabitant of the planet, while Internet advertising revenues are less than $50 per active Internet user."

Recent Digital Marketplace Research from IDC

U.S. Internet Advertising 2008-2012 Forecast and Analysis: Defying Economic Crisis

U.S. Online Consumer Behavior Survey Results 2007, Part II: Mobile Internet Usage

Consumer Internet Video Survey Results: U.S. Consumers Will Accept Advertising for Free Content

Digital Marketplace: The Faint Pulse of Insurance Industry Activity

Yahoo! Lets Site Owners Be Their Own BOSS

Yahoo! to Play More Games: A Strategy to Drive Site Engagement and Advertising Revenue

Western Europe Internet Advertising Forecast and Analysis, 2008-2012

European Digital Marketplace Quarterly Review, 2Q08

Consumer Perceptions of Online Advertising in Asia/Pacific (Excluding Japan)

Worldwide Search and Discovery Software 2008-2012 Forecast: Preliminary Overview

For additional IDC documents published around the digital marketplace, click on any of the links to the related services below and then follow the "Published Research" link.

IDC's Digital Marketplace Coverage

	Digital Marketplace and New Media Watch		Digital Marketplace: Media and Entertainment
	Digital Marketplace: Search and Business Technologies		Worldwide Digital Marketplace Model and Forecast
	Content and Digital Media Technologies		Content and Digital Media Technologies with Vertical Views
	European Digital Marketplace and New Media		Consumer Broadband Markets
	Consumer Markets: Audio		Consumer Markets: Gaming
	Consumer Markets: Video		Consumer Multiplay Services
	Digital Capture Devices		Digital Capture Devices and Photofinishing
	European Broadband Markets and Technologies		European Consumer Communications and Multimedia Database
	European Wireless and Mobile Communications		Mobile Consumer Services: Entertainment
	VOIP Services

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One Size Does Not Fit All: Understanding Your Audience on Social Networking Services (IDC #213605)

IDC's Digital Marketplace Team

Karsten Weide
Program Director, Digital Media and Entertainment

Susan Feldman
Research Vice President, Content Technologies Group

Caroline Dangson
Research Analyst, New Media and Entertainment

Danielle Levitas
Vice President, Consumer, Broadband and New Media

Crawford Del Prete
Executive Vice President, Worldwide Research

Amy Harris Lind
Program Manager, Consumer Broadband Markets

Greg Ireland
Research Manager, Consumer Markets: Video

Jan Hein Bakkers
Research Manager, European Telecommunications and Networking

Jill Finger Gibson
Research Director, Consumer Multiplay Services, European Telecoms Expertise Center

Lewis Ward
Research Manager, Wireless Communications Research

William Stofega
Research Manager, VOIP Services

Melissa Webster
Program Vice President, Content and Digital Media Technologies

Henry D. Morris
Senior Vice President, Worldwide Software and Services Research

Mark Levitt
Program VP for Collaborative Computing and the Enterprise Workplace

Randy Giusto
Group Vice President & General Manager, Mobility, Computing, and Consumer Markets

John F. Gantz
Chief Research Officer and Senior Vice President

Scott Ellison
Vice President, Mobile Consumer Services

Jason Armitage
Senior Research Analyst, European Digital Media

Related Press Releases

Worldwide Spending on Internet Advertising Will Soar Past $106 Billion in 2011, According to IDC
Jun 25, 2008

IDC Finds More of the World's Population Connecting to the Internet in New Ways and Embracing Web 2.0 Activities
Jun 25, 2008

Online Advertising Revenues Continue to Surge in First Quarter, IDC Finds
Jun 9, 2008

Social Networking Applications in the U.S. Take Hold and Market Experiences 191% Growth in 2007, IDC Finds
May 5, 2008

For More Information

For more information about IDC's Digital Marketplace coverage please contact your IDC Account Manager or Melissa Bambauer at mbambauer@idc.com or Jonathan Guloyan at jguloyan@idc.com.