Despite the economic slowdown, global online advertising industry continues its rapid growth. This is driven by increasing internet usage, rise of awareness and growing broadband penetration.

Three main online advertising segments dominate the market, namely search, display advertising and online classifieds. These take up 80% of the market share. Rich media is an emerging segment that recently entered the online advertising industry.

In terms of revenue models, it also varies per segment. Classifieds are sometimes offered for free but search and display commonly use pay-per-impression or pay-per-click. Ad spending by geography is led by the US, UK, Netherlands and the pan-European sectors.

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