... 34.0% in 2016.
This is the first year in which more money will be spent on internet advertising than advertising on traditional television (the latter totalling $192bn).
The sheer scale of internet advertising means its growth rate is slowing. Internet adspend grew 17% in 2016, down from 20% in 2015, and Zenith expects growth to slow to 13% in 2017, 12% in 2018 and 10% by 2019 (though it will continue to add US$23bn‐US$24bn a year).
In this environment it is vital that platforms and publishers address advertisers’ valid concerns about viewability and brand safety to secure sustainable growth. As the market matures, advertisers need to know for certain that their ads are being actively viewed by real people in appropriate environments.
Read the original unabridged Zenith article.
[Estimated timeframe:Q1 2017]
MTT log date:
Mar 27, 2017
All data sources are attributed with links to the original insight. The insight
is then summarised and, where appropriate, enhanced with additional information.