Understanding Internet Audiences
Andrew GreenIpsos MediaCT
EXECUTIVE SUMMARYESSENTIALSWHERE TO STARTFUTURE DEVELOPMENTSCONCLUSION & CHECKLISTFURTHER READINGREFERENCES
EXECUTIVE SUMMARY
According to ZenithOptimedia's April 2014 advertising expenditure forecasts, advertising on the internet will surpass $121 billion this year (2014), a twelve-fold increase since 2002. This represents a 22.9% share of major media adspend globally. In 2004, Internet's share was just 3.9%; five years later it had reached 13.5%.
Advertising spending in the medium surpassed the amount spent in Out of Home media globally in 2006, overtook radio in 2007, exceeded magazine advertising levels in 2009 and caught...