Princeton, N.J., (ANTARA News/PRNewswire-AsiaNet) - The global advertising market grew to just over US$600 billion in 2007, according to The Kelsey Group, the leading provider of research, data and strategic analysis on directional and interactive local media.
The firm expects global ad revenues to grow at a compound annual growth rate (CAGR) of 2.7 per cent and reach US$707 billion in 2012, propelled in large part by considerable growth in the interactive segment.
According to "The Kelsey Group's Annual Forecast (2007-2012): Outlook for Directional and Interactive Advertising," interactive advertising revenues will increase significantly from US$45 billion in 2007 to US$147 billion globally in 2012, representing a 23.4 per cent CAGR.
In Japan, interactive advertising revenues will grow from US$4.2 billion in 2007 to US$7.6 billion in 2012 (12.6 per cent CAGR).
"It's no surprise that the global advertising industry is experiencing a full-scale shift to mixed-media platforms, with interactive driving a significant share of overall industry growth," said Matt Booth, senior vice president, Interactive Local Media, The Kelsey Group.
"We see Internet development-including increased subscriber user access and broadband penetration-as a driver of both interactive advertising revenue as well as migration of traditional ad spending to new media platforms."
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 per cent in 2006 to 7.4 per cent in 2007. By 2012, Kelsey Group analysts expect the interactive share of global ad spending will reach 21 per cent.
The Kelsey Group forecasts directional advertising, which comprises local search, print Yellow Pages and Internet Yellow Pages (IYP), to grow from US$33.3 billion in 2007 to US$41.4 billion globally in 2012 (4.5 per cent CAGR). In Japan, directional advertising revenues will grow from US$1.1 billion in 2007 to US$1.2 billion in 2012 (1.8 per cent CAGR).
About The Kelsey Group's Annual Forecast
The Kelsey Group has published a five-year forecast covering the broadly defined directional and Internet media market annually since 2003.
The firm draws from its proprietary data, primarily the Local Commerce Monitor, User View and Global View studies, as well as from company, industry and country information in the public domain.
Further, Kelsey Group analysts engage clients and non-clients in numerous discussions about the direction and pace of development in the local media marketplace. The Kelsey Group's Annual Forecast is available to clients of the firm's continuous advisory services. Visit http://www.kelseygroup.com for more information.
About The Kelsey Group
The Kelsey Group is the leading provider of research, data and strategic analysis on directories, small-business advertising, online local media, vertical market advertising and mobile advertising.
Founded in 1986, the company has built a reputation as the premier analyst firm covering the directory publishing community and the emerging local search marketplace, providing advisory services (The Kelsey Report(R), Interactive Local Media and Marketplaces), publishing (Global Yellow Pages(TM)), consulting (more than 400 individual assignments) and conferences (71 events).
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Charles Laughlin
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Matthew Booth
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SOURCE: The Kelsey Group
CONTACT: Eileen Pacheco for The Kelsey Group,
+1-781-556-1026,
eileen@tango-group.com
Web site: http://www.kelseygroup.com
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