The growth in Internet advertising spend in India has reflected global trends, even as growth across traditional media (except television) has declined. According to a report by ZenithOptimedia, ad spend on the the Internet is expected to surpass radio, cinema and outdoor media by 2009.

Globally, the Internet ad spend has already overtaken these 3 media and for the first time will exceed 10 per cent of global ad investment. Advertising spending in newspapers and conventional classifieds is expected to continue to suffer, with the Internet already providing a greater value. The loss is already evident in large categories such as airlines, retail, travel.

In some places, the Internet already holds a bigger share of the overall ad spend pie. In Britain for instance, about 25% of the ad investments will go to the web this year. This will rival the leading the two traditional media formats, newspapers and television, which are expected to collect 27.2 and 25.9% of ad spending respectively.

The overall Indian Internet ad spend in 2007 (Rs. 450 crores or about $115 MN) has doubled that of the 2006 figures. By 2009 this figure may exceed Rs 2,500 crore, about 5 times the existing figure.