Proof Point
Global ad spend shifting from traditional to digital advertising, with mobile and desktop Internet expected to make up 41.7% of global ad spend by 2019
Share of Global Ad Spend by Channel
2016 and 2019F (percentage)
Proof Point Findings
- Global Ad Spend – Expenditure spent on advertising worldwide across different channel types
- TV's Dominance Declines – Share of ad spending on television, which was biggest advertising medium since 1996, expected to decline from 35.5% to 32.6% by 2019
- Internet Advertising Grows – Digital advertising comprised of desktop and mobile forecasted to surpass television and become largest advertising channel, making up 41.7% of global advertising spend by 2019
- Traditional Channels Decline – Newspapers, magazines, radio, and outdoor estimated to experience declines in share of global ad spend between 2016 and 2019
- Key Drivers – Include increasing mobile population, particularly in emerging markets, shifting content consumption from traditional media devices to Internet-enabled ones, and intensifying competition for shorter consumer attention span
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Accelerator |
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Market Disruption |
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Sector |
Media and Entertainment, Technology and Communications
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Source |
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Date Last Updated |
June 22, 2017
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