MUMBAI: Global online advertising revenues will reach $143 billion in 2017, double the $66 billion recorded in 2010 and considerably up from the $92 billion predicted for 2012, according to a new report from Digital TV Research.

According to Online Advertising Forecasts report, the US will remain the dominant territory for online advertising expenditure. Its share of online advertising revenues
stay at 40 per cent of the global total, although its online ad spend will grow from $26 billion in 2010 to $58.13 billion in 2017.

The report covering 40 countries takes into account the advertising expenditure of fixed broadband. Online advertising is defined in net terms (rate card prices less discounts, agency commissions and production costs).

The UK is projected to retain second place, recording $11.7 billion in 2017 while China is expected to overtake Japan to take third place in 2014. China’s online
advertising revenues will grow from $2.6 billion in 2010 to $10.8 billion in 2017.

This impressive global online advertising growth will be helped as more and more households covert to fixed broadband, the study noted.

By 2017, 745 million homes in 40 countries will subscribe to fixed broadband, up from 473 million in 2010. The 2017 total represents 49.2 per cent of total households, up from 33.5 per cent at end-2010. So online advertising per fixed broadband household will increase from $165 in 2012 to $197 by 2017.