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."
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.
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
Complimentary Research Offer!
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
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