Net's share of ads to grow

The internet juggernaut has begun rolling and is set to cross major milestones as an advertising medium. According to a study by ZenithOptimedia, the internet is expected overtake magazines to become the world’s third-largest advertising medium in 2010. Before that, it is projected to surpass radio advertising in 2008. In percentage terms, it is projected to corner a double-digit share of global advertising in 2009.

The study also sees healthy growth in global ad spends despite the credit squeeze this year. The coming Olympic Games in Beijing, European football and the US presidential elections are expected to provide the boost to ad spends. Global ad expenditure is set to grow 6.7 per cent in 2008, up from 5.3 per cent this year.

Television and newspapers will continue to retain their #1 and #2 positions. Much of the global growth is expected to come from the developing markets— China will be the fourth-largest advertising market, and Russia the sixth-largest.