Global online advertising will rise by 12.4% during 2010 according to a study from MAGNAGLOBAL, a division of IPG’s Mediabrands.
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Media spendings will hit $61.0 billion dollars globally with paid search as the most important component of online advertising. In 2010 this segment will account for $29.8 billion, i.e. 48,9% of the total spendings, up by 16.5% over 2009 totals. Google is the global leader in paid search, but in the markets of China and Russia paid search providers are domestic players Baidu and Yandex.
All other online advertising will account for $31.2 billion, up by 8.7%. This market segment is more diffused, with a few global portals, as Yahoo and Microsoft. Most of the revenue is generated at regionally strong publishers, that are often associated with print publications. Read more