Digital advertising spend in the United States will exceed traditional ad spend in 2019 according to a published forecast Wednesday by eMarketer. Much of this share will come from Google and Facebook, while Amazon will gain speed.
The report predicts that digital will account for more than two-thirds of total US media spending by 2023
. The numbers. Digital advertising spending is expected to increase 19% to $ 129.34 billion this year and will account for more than half (54.2%) of total advertising spend in the United States. With $ 87.06 billion, the mobile will represent more than two thirds of this amount.
Amazon's advertising activity will increase by more than 50% this year and its share of the US digital advertising market will grow to 8.8%, hitting in the share that had once heavyweights Google, Facebook, Verizon and Microsoft.
The Bureau of Interactive Advertising (IAB) released revenue figures earlier this month, showing that digital ad revenues reached $ 26.2 billion in the third quarter of 2018, thereby limiting what he calls the sector. highest expenditure of the first three quarters recorded "- an increase of 20.6% compared to 2017.
Where do these dollars come from? Traditional advertising expenses. The share of spending on non-digital advertising is down from 51.4% to 45.8% this year, driven by directories like the Yellow Pages, which are down 19%. Spending in traditional printing will fall by nearly 18% and television advertising spending by $ 70.83 billion this year, down 2.2%, a decline in eMarketer attributed to lack of advertising. elections or important sporting events.
Why You Care The trend is hard to ignore – advertisers are spending for the digital and nothing suggests that they never go back.
"The year 2018 was a pivotal year for digital advertising in the United States," said Sue Hogan, Vice President, Research and Evaluation, IAB. "In the third quarter, brands continued their record investments in the market."
Monica Peart, director of eMarketer's forecast, said: "the constant shift in consumer attention on digital platforms has reached a point of inflection with advertisers, forcing them to turn now to the digital to look for scope and earnings gains that disappear in traditional media advertising. "
Key Resources on Digital Advertising Spending
About the Author
Robin Kurzer began his career as a reporter for a daily newspaper in Milford, Connecticut, and then made her mark in the world of advertising and marketing in Chicago in agencies such as Tribal DDB and Razorfish, creating award-winning works for many In the past seven years, she has worked as an independent writer and as a communications professional in various industries.