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Social media overtakes print in ad spend

According to Zenith's recently published Advertising However, the sheer scale of internet advertising means
Expenditure Forecast, social media ad spend is the its growth rate is slowing: In 2015 growth was still 20%,
fastest growing segment of online advertising with a went down in 2016 to 17%, and is now expected falling
growth rate of 51% last year. down to10% till 2019.

The forecast estimates that spending on social media Social, mobile and video remain important drivers
will reach $55 billion and that print media will be signifi-
cantly behind with $50 billion. By 2019, Zenith’s experts Since the beginning of 2010, the global advertising
predict growth rates of 20% per year, primarily focusing market has grown by 4-5% and this trend is likely to
on moving image offer - first and foremost Facebook continue until 2019.
and Youtube. Therefore, advertisers should keep in
mind fast growing social media platforms, such as “Internet advertising has contributed all of the growth in
Snapchat, too. global ad spend since the beginning of the decade, and
has stimulated much of the innovation we’ve seen in
Internet tops television in advertising expenditure the market,” said Vittorio Bonori, Zenith’s Global Brand
Furthermore, according to the report, Internet advertis-
ing spending will increase by 13% and reach around “Innovation is proceeding as fast as ever, and we be-
$205 billion in 2017, accounting then for 36.9% of total lieve that this is what will continue to drive brand growth
advertising spend. This would then be the first time for advertisers.”
when more money flows into the Internet than in the
traditional advertising channel TV (which is $192 bil- For more information, please download the executive
lion). summary here. ◊

By MediaBUZZ

MediaBUZZ Pte Ltd - Independant ePublisher for Asia
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