The big losers in terms of ad market share are the major traditional media -- including the biggest, TV, which will see its share slide 1.3 percentage points to 38.3% of all ad spending in 2016. The biggest losers will be print media. Collectively, newspapers’ and magazines’ share of ad spending will erode 5.2 percentage points to a 19.6% share of total ad spending by 2016.
The good news for all media is that the global ad economy is forecast to expand at a much healthier rate -- nearly 6% -- over the next couple of years, although it still won’t be keeping pace with global economic expansion.
“New technology is improving most areas of internet advertising. Improved advertising formats -- such as the 'Rising Stars' identified by the Interactive Advertising Bureau in the U.S. -– are making internet display more interactive and attention-grabbing, with consumers more likely to view, remember and interact with them than older formats,” the agency report says, adding: “Meanwhile programmatic buying is evolving to allow more sophisticated and efficient targeting of display audiences, and is becoming better at delivering premium, brand-building experiences. ZenithOptimedia forecasts traditional display advertising to grow at an average of 15.8% a year between 2013 and 2016, up from 12.3% a year between 2010 and 2013. Social media display is growing much faster -- at an average of 29.9% a year between 2013 and 2016 -- with advertisers exploiting the explosion of mobile social media use and the ability to target across desktop and mobile.”Related Categories