Anne Austin, publications manager at Zenith, spoke on the move: Of course, that’s not all we learned from the report (and a second one, Magna Global’s updated Global Advertising Revenue Forecast, also out within the last seven days). Here’s a few more advertising and marketing trends to expect in the upcoming year.
Mobile Ads Will Beat Out Desktop Ads
In 2016, mobile ads constitute 15 percent of ad spend, while desktop ads are 18.8 percent. By 2019, those numbers will shake out to a massive 26.7 percent for mobile ads and just 14.7 percent for desktop. Moreover, virtually every single field except mobile will shrink, from TV to newspapers to magazines to radio.
Social Video Will Rise
The rise of video across 2016 is no secret. Will it continue into 2018 and beyond? The data seems to think so. From Digiday’s breakdown:
TV Remains Formidable
Don’t let my headline about digital ads beating TV ads fool you: They’re both still important. Traditional advertisers need TV ads to reach core audiences who aren’t going away anytime soon, according to Vincent Letang, Magna’s head of forecasting. In an article by AdExchanger, he had this to say:
