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BtoB

Interactive media ad share to hit 15% next year, GroupM predicts

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New York—Interactive media’s share of worldwide advertising expenditures is expected to hit 15% next year and will remain the main source of ad growth as ad spending in traditional media continues to decline, according to a new GroupM study.

The study, which covered 35 countries, shows digital advertising’s share of total ad investment rising from 8% in 2005 to 15% in 2009. Almost 45% of interactive ad spending last year went toward display advertising, while paid search advertising garnered 38%.

GroupM is the parent company of WPP Group media agencies including MAXUS, MediaCom, Mediaedge:cia and MindShare.

—Carol Krol

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