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The Impact of Digital Advertising

This article by Laurie Sullivan of Online Media Daily provides an interesting overview of the direction and increasing impact of digital advertising over various media. Digital publishers have to consider the increasing reach available to them and their advertisers, and build their ad campaigns accordingly:

Digital advertising will account for 22.7% of all worldwide ad investments this year, or about $117.60 billion — up 13% compared with 2012, according to estimates from eMarketer and Starcom MediaVest Group. In 2014, digital ads will account for 24.4% of all global ad dollars spent.

The Global Media Intelligence (GMI) Report analyzes media use and spending trends worldwide. It analyzes the state of media consumption and expenditure, covering Asia-Pacific, Central and Eastern Europe, Latin America, Middle East and Africa, North America, and Western Europe — about 40 countries.

More than 36% of the world’s population will access the Internet this year, compared with 21.7% in 2008. Mobile phone users will account for nearly 61% of the population, compared with 40%, respectively.

Marketers will spend more on mobile too — nearly $15.82 billion, up 79.7% year-over-year, to keep up with the growing number of mobile phones worldwide. eMarketer estimates that 77.9% of the entire U.S. population, nearly 247 million residents, and 68.9% of people living in Canada will own at least one mobile phone this year.


In the U.S. and Canada, more than half of all mobile users will have a smartphone, and 52.6% of U.S. Web users will own a tablet.

Time spent on mobile devices this year should surpass time spent on desktops and laptops, according to eMarketer. Time spent on mobile will reach 2 hours, 21 minutes this year — compared with 24 minutes in 2010, per eMarketer.

Asia-Pacific will lead this year with about 2.5 billion of the world’s 4.3 billion mobile phone users. Asia-Pacific this year will have 738.2 million smartphone users, up from 86.2 million in 2009. Western Europe has 161.1 million; and North America, 152.2 million. The Middle East and African region will account for the second-largest mobile phone population worldwide, while Latin America lags in Internet use. Still, nearly two-thirds of the population will have a mobile phone.

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