Growth of Internet Advertising in Asian markets

The Internet is a step ahead and is expected to overtake radio to become the world’s fourth-largest advertising medium. In a way, it is ahead of the forecast. A research by ZenithOptimedia states that the Global spending on internet advertising has increased by leaps and bounds from $18.7 billion in 2005 to $24.9 billion in 2006. The regions driving the boom are the Middle East and Asia and they have made a considerable input to the global advertising spending. As a run up to the Olympic Games in Beijing, Zenith spiked a 7.7% spending in Asia.

The advertising spending is growing at a faster pace in the Middle East as well as Eastern Europe as compared to North America and Western Europe. In 2005, the advertising spends increased by 22.4% in the Middle East while America recorded a growth of 5.2%. This huge growth in the Middle East can be contributed to the oil and local economy. This global momentum created in the field of online advertising is a direct impact of the trends in the British market.

UK has always spent a lot in the traditional media platforms like magazines and radio but in the recent past, the Internet recorded spending of approximately £2 billion. Online advertising including pay per click advertising in UK accounts for 11.4% of total advertising revenue generated in Britain, which is almost double the global average.

The last decade saw the entry of search engines, which have proved to be fastest-growing form of online advertising. Today more and more companies are getting associated with keywords used in by these search engines to pull up their website and increase visibility and bring in customers. Annoying pop-ups is out and video streaming is in. Another major target area is Behavioral advertising, which is based on customer behavior according to their internet use.