A 20-country report released by GroupM shows North American advertisers spent the most on digital ad spending in 2011, outpacing Asia-Pacific and Western Europe.
The report, This Year, Next Year: Interaction 2012, shows that North American advertisers spent an estimated $34.5 billion online. The Asia-Pacific’s advertisers fell second on the list with $24.8 billion spent. Next came Western Europe with $21 billion.
The report also shows that, in 2011, internet advertising reached $84.8 billion – a figure that accounts for more than 17% of all global measured advertising expenditures, and a 16% jump over 2010.
The study includes some historic and forecasted Canada-specific stats, including a look at adult media usage. The following shows hours per day in decimals:
Canadian Adult Media Usage
From This Year, Next Year: Interaction 2012. Click to enlarge
It also shares September 2011 figures on the top 10 websites in Canada, measured by unique visitors. The top three were Google.ca (19.2 million), Facebook.com (17.2 million) and Live.com (14.9 million).
In terms of publishers, the study shows the top three, as measured by millions of impressions, were Facebook.com (174,420), Microsoft sites (78,156) and Yahoo! Sites (27,180).
The study was released by GroupM futures director Adam Smith and GroupM interaction global CEO Rob Norman.
Norman wrote in the report that the last year was arguably one of evolution rather than revolution. “It seems that less is brand new and that a combination of scale of usage of an increasingly social and mobile web, the penetration of devices supported by it, and the continued atomization of audiences and content, in both their creation and distribution combine to tell the story of the year,” he said.
The report estimates that digital advertising spending will hit $98.2 billion globally in 2012. It is compiled with extensive data from GroupM’s parent company, WPP, and is part of an ongoing media and marketing forecasting series.
