The global advertising market grew to just over $600 bln in 2007, according to The Kelsey Group. The firm expects global ad revenues to grow at a compound annual growth rate (CAGR) of 2.7% and reach $707 bln in 2012. Interactive advertising revenues will increase significantly from $45 bln in 2007 to $147 bln globally in 2012, representing a 23.4% CAGR. Interactive advertising, which comprises search (including local search), display advertising, classifieds and other interactive ad products, grew its share of global advertising revenues from 6.1% in 2006 to 7.4% in 2007. By 2012 Kelsey Group analysts expect the interactive share of global ad spending will reach 21%.
During the forecast period (2007-2012), the United States will see interactive advertising revenues grow from $22.5 bln to $62.4 bln (22.6% CAGR), with interactive revenues in Canada increasing from $1.3 bln to $3.3 bln (21.3% CAGR).
Today’s consumers are looking to extend their social networks to the TV, as 36% of those who currently use social media on a regular basis say they’d like to access their networks on the TV screen, ABI Research found.
Mobile users accessing Facebook spend an average of 24 minutes per day on the site, similar to the 27.5 minutes spent by PC users. Mobile users on Facebook averaged 3.3 visits per day versus 2.3 visits per day by PC users. Mobile is used consistently throughout the whole day, but the early morning (7-10am) is the key day part for mobile, accounting for 22% of total mobile minutes browsed, compared with only 11% of total minutes browsed by PC Internet users in the same day part. Mobile can therefore act as an extension to media such as the Internet and TV, while it reinforces other early morning media, such as radio and newspapers. Mobile is confirmed as a strong youth medium with 48% of users between 18-34 years old, compared to 40% for the fixed Internet and 29% for the TV audience. Mobile is also more skewed towards men, who represent 63% of total users compared with 53% for the fixed Internet.
|Top mobile sites
||Top PC sites
|Mobile Operator Sites
|Apple Inc. Sites
||AOL (inc. Bebo)
|Sony Online (inc. Sony Ericsson)
|AOL (inc. Bebo)
|Source: GSM Association