"Innovative ad formats like video, paid content, native and in-feed social media ads will drive a 14% annual growth in global display advertising between 2016 and 2019, according to research from Zenith. To briefly summarise, display will encompass 50.4% of internet advertising expenditure by 2019. Social media will by rise 20% a year and video at 21%. Paid search growth lags behind at a rate of 10% growth annually, reaching a value of $103bn by 2019, since the format was usurped by display in 2015."
"The report claimed that video and TV were blurring with as smart TVs and other devices started to cross these lines. It "makes less and less sense to plan television and online video separately: they work best as complements rather than substitutes," said the report. Separated from classified and search, TV and online video accounted for 48.5% of expenditure on brand advertising in 2016, up from 43.7% in 2010."
Innovative ad formats such as video, paid content, native and in-feed social media ads will drive a 14% annual growth in global display advertising between 2016 and 2019. Display will represent about half of internet advertising expenditure by 2019, with social media growing around 20% annually and video about 21%. Paid search growth will trail at roughly 10% annually, reaching $103bn by 2019, though voice interfaces could spur a resurgence. Smart TVs and devices are blurring TV and online video, which together accounted for nearly half of brand advertising expenditure in 2016. Classified advertising continues to shrink as free listings and auction sites reduce monetisation. Global advertising expenditure growth is forecast near 4.0% to $558bn by 2018.
Read at The Drum
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