MUMBAI: With the online market gaining traction in various markets across the world, the global online advertisement revenue is expected to reach around $143 bn by 2017, according to a report ‘Online Advertising Forecasts’ by Digital TV Research.

While the ad revenue graph is set to surge upwards, the report states that the revenue will be more than double of the $66 bn recorded in 2010. The company has also predicted the internet ad expenditures to reach a total of $92 bn in 2012.

The US will continue to be the dominant market for online advertising spends, with its share of revenues at 40 per cent of the global total. Its online ad spend is projected to grow from $26 bn in 2010 to $58 bn in 2017.

UK will retain the second spot with an estimate online ad spending of $11.7 bn in 2017. On the other hand, China is all set to replace Japan at the third position in 2014 with revenues stating to grow from $2 bn in 2010 to $10.8 bn in 2017.

The report also highlighted the fact that the global online advertising growth will be driven by a rapidly growing market with 745 mn homes in 40 countries to subscribe to fixed broadband by 2017, up from 473 mn in 2010. The 2017 total represents 49.2 per cent of total households converting to broadband usage, a rise from 33.5 per cent at end of 2010. Online advertising per fixed broadband household is also set to increase from $139 in 2010 to $165 in 2012, and $197 by 2017.

The study covered 40 countries, defining online advertising in net terms which included rate-card prices less discounts, agency commissions and production costs.