Globally the Internet media captured 20.9% of total adspend in 2013 – second to TV, which had 39.6%. But Internet adspend is growing at an estimated rate of 16% pa according to ZenithOptimedia. In 2016 Internet is predicted to have 28.2% share but TV would still be well ahead at 38.3%.
There is a similar situation in APAC with the Internet share last year being 21.1% and TV 41.0%. Internet share is predicted to increase to 29.3% by 2016.
Australia is leading the trend – TV at 31.6% was only a whisker ahead of Internet at 31.5% in 2013 but in 2016 it is predicted that Internet will be the leader with a market share of 42.5%.
The trend of rapidly growing Internet adspend is a challenge for countries where there is Government regulation of advertising because of the cross-border nature of the Internet. Europe has a cross-border self-regulatory regime where Internet ads are required to comply with self-regulatory codes. This model is a possible solution for APAC.
Note: All data is sourced from ZenithOptimedia