Interactive media’s worldwide share of advertising spend, including Internet, mobile and gaming, is expected to reach 15 per cent in 2009, according to a study by GroupM. The study, ‘Interaction: Addressable, Searchable, Social and Mobile’, reveals that adspend in interactive media reached 11 per cent of the total last year, sparked mostly by gains recorded in the US and Western Europe. The growth was assisted also by the increased use and availability of improved handsets, inexpensive laptops, faster broadband and extensive WiFi connections.

GroupM’s research covered 35 countries and points out that internet advertising has been the principal source of media investment growth in western nations since 2001 as spending in traditional media has levelled off

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