Global digital advertising spending broke $100 billion for the first time, according to a research organization eMarketer, which predicts the business will grow for another 15.1% this year.
That figure compares to a market increase of 17.8% in 2012. The slowing growth rate appears to be a natural consequence of the maturation of the industry — the larger it gets, the harder it is to make it grow.
eMarketer estimates that online advertising accounted for just under 20% of all advertising. According to the same source, the specialists expect the figure to reach 21%, without doubling up until 2016 though.
eMarketer found that the biggest growth in terms of advertising takes place in the developing counties. In particular, the figure reached 55.8% in the Middle East and Africa in 2012 and 38.5% in Eastern Europe compared to 21.5% and 13.9% for North America and Western Europe, respectively. As regards the U.S., another research organization IAB last year estimated that the digital ad spend in the U.S. hit $31 billion in 2011.
The news is based on the following Article - Report: Digital Advertising Broke $100 Billion in 2012