A study released by ZenithOptimedia shows that global ad spend is bouncing back from 2009 lulls, particularly on the online medium.
The forecast predicts online to account for 17 percent of total ad spend by 2012 - just two percentage points behind steadily-declining newspaper ad spend. The main driver remains paid search (50.2 percent of all online ad spend) but ZenithOptimedia predicts that emerging formats like video, mobile and social media will "...help display stablize its share."
The most rapid ad growth is taking place with mobile. They predict an average growth rate of 43.2 percent per year until 2012. Social media advertising is predicted to grow 30.2 percent during the same period. Growth rate for Internet advertising as a whole is predicted at 15.6 percent.