Internet becomes main advertising medium

By 2017, Internet will become the biggest advertising medium in 12 key markets that account for 28% of global ad spending, the research company Zenith Optimedia forecasts.

More than a half of the total advertising budget in Great Britain will be spent on Internet advertising as early as this year, and this trend is expected to be followed by Denmark and Sweden in 2016 and China in 2017.

In 2014, Internet was the largest advertising medium in the following seven markets: Australia, Canada, Denmark, the Netherlands, Sweden and Britain, and it should also become dominant in China, Finland, Germany, Ireland and New Zealand by 2017.

Globally, television will remain the biggest advertising medium followed by Internet. However, the gap between these two media will be reduced from 11% in 2015 to 4% in 2017.

Zenith Optimedia CEO Steve King predicts that Internet will overtake television globally as the dominant advertising medium by the end of the decade.

The amount of time viewers spend watching online video on their laptops, tablets and smartphones is increasing rapidly, and advertisers are shifting their budgets online to follow them, King adds.

Zenith forecasts that the budget for advertising on mobile devices will be doubled in the period 2014-2017 and that the share of global ad spending in that field will grow from 5.1 to 12.9%.

Overall global advertising expenditure will grow 4.3% this year to USD 531 million and 5% in 2016, thanks to the Olympic Games in Brazil and presidential elections in the USA. Consumption growth will then be slowed down to 4.3% in 2017.

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Zenith Optimedia

Steve King